Logos in shades of gray

Lele Brother must have been a thorn in Lego’s side for some time. The Romanians sell their toy building blocks in packaging very similar to Lego boxes. However, the issue in these proceedings was not the packaging, but the registration of the Lele Brother logo in shades of gray.

Lego Lele Brother
Despite differences between Lego and Lele Brother still infringement



Although the gray Lele logo is quite a distance away, Lego still draws the line here. World-renowned brands like Lego – EUIPO calls the brand’s reputation “outstanding” – are afforded very broad protection. The iconic status of the Lego brand ensures that consumers will link the two brands.


According to EUIPO, Lele Brother is trying to hitch a ride on the great reputation of the Lego trademark, which is not allowed. So no European registration for Lele Brother. And now let’s see if Lego gets those boxes off the market too.

Bas Kist


Bas Kist is mede-oprichter van Merkenbureau Chiever. Hij schrijft regelmatig artikelen over merken- en auteursrecht in de Volkskrant en Adformatie. Daarnaast is hij docent bij de European Institute for Brand management EURIB.