December 2019. The ‘I love…’ logo is not a valid trademark for souvenirs, the Board of Appeal of European Trademark Office EUIPO recently concluded.

EU registration no. 10023067

Initially accepted

It was originally applied for as an EU trademark in 2011 by the German company Surprisingly, EUIPO accepted it, but has now reversed its decision following an invalidation claim filed by a competitor of

Warm feeling

The logo I Love is already used extensively all over the world in many different variants. According to EUIPO, it is simply seen as a logo that gives people a warm feeling rather than as something that can be claimed as a trademark.

Been there, done that: not sufficiently distinctive

Bas Kist