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Two colors as a trademark? Meet Red Bull

Two colors as a trademark? Meet Red Bull

Can two colors be a trademark? Does such a combination have and can it have a distinctive character? The Court of Justice of the European Union recently addressed this issue in a case between Red Bull GmbH and Optimum Mark Sp. z o.o. The judgment of July 29, 2019 (case no. C 124/18) contains answers to the above questions. What was the essence of the dispute? Each of us associates the characteristic colors and the Red Bull energy drink itself, which is characterized by blue and silver colors. It was the graphic trademark, registered in 2003, consisting of two colors in the proportions of 50% - 50%, i.e., silver and blue, that was the subject of the case. The purpose of the trademark, or rather the colors, was to designate energy drinks. In later years, the company obtained protection for a similar trademark, i.e., a combination of blue and silver colors in equal proportions.

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Red Bull color scheme as a trademark.

Unfortunately, despite obtaining protective rights for the aforementioned trademarks, in recent years the European Union Intellectual Property Office has invalidated both protective rights. The basis for this was the overly general descriptions, i.e., the combination of 50% – 50%, or equal proportions. According to the Office, such a description was very imprecise, especially in terms of combining colors, and this in turn translates into a lack of the main characteristic of trademarks – their distinctive character. Furthermore, such descriptions allow for a very large number of combinations and color schemes, which may mislead consumers and affect the limitation of competition.

Red Bull, not giving up, appealed the Office’s decision, but without success, as the Court of the European Union, in its judgment of July 30, 2017, dismissed the appeal. Using its last resort, Red Bull filed an appeal to the Court of Justice of the European Union.

Red Bull at the Court of the European Union.

When examining the case, the Court did not agree with Red Bull’s arguments, particularly regarding the alleged misleading conduct by the European Union Intellectual Property Office. According to the energy drink manufacturer, the Office, in its guidelines, failed to specify the issue related to the need for a precise definition of how the colors constituting the trademark should be combined. Furthermore, the Court also found that the argument concerning Red Bull being misled by the mere registration of the disputed trademark was unfounded, as the regulations provide for the possibility of invalidating such a right.
Additionally, the Court of Justice of the European Union emphasized that a combination of colors can be registered as a trademark, provided that its description clearly and precisely defines how these colors will be combined. Otherwise, a description that is too general would lead to a restriction of competition in the use of similar colors.
Finally, in its judgment of July 29, 2019, the Court dismissed Red Bull’s complaint.

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A registered trademark is not a lifetime guarantee – it can be invalidated.

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