Pay up

It’s no surprise that the European trademark office concluded that the more than 80-year-old world brand Nescafé is well known. If you then adopt striking elements of this world-famous Nescafé logo in your new coffee brand logo, then you’re going to end up paying for it.

Nescafé

Association

On April the 14th, EUIPO announced that consumers would quickly establish a link between the two brands. According to EUIPO, the Stepacafé trademark would receive an “unfair boost” because consumers would associate this trademark with the well-known Nescafé. And that’s not allowed. Stepacafé doesn’t get their registration. It makes sense, doesn’t it?

Nescafé
Striking elements of similarity in the Nescafé and Stepacafé designs

 

Bas Kist