Source: EURLEX
Language: en
Format: md

Judgment of the General Court (Eighth Chamber) of 5 February 2020 –  
Pierre Balmain v EUIPO (Representation of a lion’s head encircled by rings forming a chain)

(Case T‑331/19)

(EU trade mark — Application for an EU figurative mark representing a lion’s head encircled by rings forming a chain — Absolute ground for refusal — No 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 distinctive character — Definition — Criteria for assessment  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paras 17-19) |

| 2. | EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of distinctive character — Assessment of distinctive character — Criteria  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see para. 20) |

| 3. | EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of distinctive character — Three-dimensional mark constituted by the shape of the product — Distinctive character — Criteria for assessment  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paras 21-24) |

| 4. | EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of distinctive character — Figurative mark consisting of the two-dimensional representation of a product — Distinctive character — Criteria for assessment  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see para. 25) |

| 5. | EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of distinctive character — Assessment of distinctive character — Criteria — Perception of the trade mark by the relevant public — Attention level of the public  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paras 30, 31) |

| 6. | EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of distinctive character — Figurative mark representing a lion’s head encircled by rings forming a chain  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paras 33, 38, 40, 44, 56-58) |

| 7. | EU trade mark — Decisions of the Office — Principle of equal treatment — Principle of sound administration — EUIPO's previous decision-making practice — Principle of legality — Need for a strict and complete examination in each particular case  (European Parliament and Council Regulation 2017/1001)  (see paras 52-55) |

Re:

Action brought against the decision of the Fifth Board of Appeal of EUIPO of 21 March 2019 (Case R 1223/2018-5), concerning an application for registration of a figurative sign representing a lion’s head encircled by rings forming a chain as an EU trade mark.

Operative part

The Court:

| 1. | Dismisses the action; |

| 2. | Orders Pierre Balmain to pay the costs. |

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