Phrase too banal to register as trade mark

The EU General Court has confirmed a decision that “INVESTING FOR A NEW WORLD” was devoid of distinctive character and could not be registered as a Community Trade Mark (CTM).

The court said that the combination of common words was a banal expression which the relevant public did not need to analyse for it to be understood. The mark did not constitute a play on words or include any imaginative, surprising or unexpected elements capable of conferring distinctive character on it in the mind of the relevant public.

In addition, the applicant had not put forward any evidence demonstrating that the mark had acquired a reputation.

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