Judgment of the General Court (Third Chamber) of 23 January 2018 — avanti v EUIPO (avanti)
(Case T‑250/17)
(EU trade mark — Application for the EU figurative mark avanti — Absolute ground for refusal — No distinctive character — Article 7(1)(b) of Regulation (EC) No 207/2009 (now Article 7(1)(b) of Regulation (EU) 2017/1001))
1.      EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Meaning — Criteria for assessment
(Council Regulation No 207/2009, Art. 7(1)(b))
(see paras 12-15, 17)
2.      EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Marks constituted of advertising slogans — Flattering promotional formula
(Council Regulation No 207/2009, Art. 7(1)(b))
(see para. 16)
3.      EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Figurative mark Avanti
(Council Regulation No 207/2009, Art. 7(1)(b))
(see paras 19-21, 24-27)
Re:
ACTION brought against the decision of the Fifth Board of Appeal of EUIPO of 14 February 2017 (Case R 801/2016-5), concerning an application for registration of the figurative sign Avanti as an EU trade mark.
Operative part
The Court:
1.
Dismisses the action;
2.
Orders avanti GmbH to pay the costs.