Back to Specifics of EU trademarks

Can I register a slogan as an EU trademark?

Founder & Trademark Attorney

Yes, slogans can be registered as EU trademarks so long as they’re distinctive. If your slogan is something like “The Best Quality” or “Fast and Reliable” or any other combination that’s promotional in nature, those are routinely refused by IP offices.

A registrable slogan must do more than convey a positive message about the product. Slogans that are inventive, surprising, or that carry a secondary meaning beyond the literal words are more likely to pass examination.

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