Source: EURLEX
Language: en
Format: md

Judgment of the General Court (Sixth Chamber) of 17 January 2019 –  
Equity Cheque Capital Corporation v EUIPO (DIAMOND CARD)

(Case T‑91/18)

(EU trade mark — Application for EU figurative mark DIAMOND CARD — Absolute ground for refusal — Distinctive character — 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  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paras 13, 14) |

| 2. | EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Separate examination of the grounds for refusal in relation to each of the goods or services covered by the application for registration — Obligation to state the reasons for refusing to register — Scope  (European Parliament and Council Regulation 2017/1001, Arts 7(1) and 94(1) first sentence)  (see para. 20) |

| 3. | EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Trade mark made up of several elements — Possible for the competent authority to examine each of the elements making up the trade mark — Scope of protection of the mark  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see para. 22) |

| 4. | 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 — Slogan carrying an objective message  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paras 34, 35) |

| 5. | EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Figurative mark DIAMOND CARD  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paras 36, 38, 39, 42) |

| 6. | EU trade mark — Decisions of the Office — Legality — Examination by the EU judicature — Criteria  (European Parliament and Council Regulation 2017/1001)  (see para. 45) |

Re:

Action brought against the decision of the Fourth Board of Appeal of EUIPO of 14 December 2017 (Case R 1544/2017-4), relating to an application for registration of the figurative sign DIAMOND CARD as an EU trade mark.

Operative part

The Court:

| 1. | Dismisses the action; |

| 2. | Orders Equity Cheque Capital Corporation to pay the costs. |

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