Comparative Law Review

Comparative Law Review

A comparative study of the substantive provisions of trademarks with an emphasis on color and three-dimensional marks

Document Type : Research Paper

Authors
Alireza Fasihizadeh 1
Ehsan Momeni Tezerji 2
Mohammad Baqerpoor 3
1 Assistant Professor, Department of Law, Faculty of Economy and Administrative Sciences, University of Isfahan, Isfahan, Iran
2 Ph.D. Student of Private Law, University of Isfahan, Isfahan, Iran
3 Ph.D. Student of Private Law, University of Shahid Beheshti, Tehran, Iran
10.22059/jcl.2016.60696
Abstract
To be considered a trademark, symbols and emblems must be missing some situations (negative substantive conditions) and have some conditions (Positive substantive conditions). Non-traditional marks, especially those which are visible such as colors and three-dimensional marks face challenges In order to comply with these conditions. Some declare that such mark are not registerable as they strictly believe trademarks limited to the traditional marks such as letters and numbers and images and they emphasize that non-traditional visual symbols are neither able to meet some essential requirements nor- due to their specific nature- are acceptable as a trademark because of the limited grounds. In contrast, some believe that not only can the symptoms coordinate with the terms of traditional trademark, but also the need to promote such innovation requires support of these signs. In line with the second opinion, it seems that examples of trademarks are only a way to distinguish the origin of goods and persons aand are not limited to traditional marks.
Keywords
distinction
the functional theory
the theory of scarcity
three-dimensional and color marks
Subjects

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    cases

    1. C-104/01 Libertel Groep BV v Benelux-Merkenbureau [2003] ECR I-03793-para67
      1. C-104/01 Libertel Groep BV v Benelux-Merkenbureau [2003] ECR I-03793-para 12-24
      2. C-48/09 P, Lego Juris A/S v. OHIM, 2010 E.C.R. at ¶ 9 (EUR-Lex).
      3. C-49/02 Heidelberger Bauchemie GmbH [2004] ECR I-06129-p60
      4. C-49/02 Heidelberger Bauchemie GmbH [2004] ECR I-06129-paras 10-11-14-42
      5. COUNCIL REGULATION (EC) No 40/941 of 20 December 1993 on the Community trade mark
        1. Qualitex Co. v. Jacobson Products Co. Inc. 514 U.S. 159, 115 S.Ct. 1300, 131 L.Ed.2d 248, 63 USLW 4227, 34 U.S.P.Q.2d 1161, U.S. Cal. March 28, 1995 (No 93-1577).
        2. Qualitex Co.v. Jacobson Prods. Co-514 U.S. 159, 173-74; 34 U.S.P.Q. 2d (BNA)1161, 1167(1995)
        3. Shohyoho [Trademark Act], Law No. 127 of 1959, art. 4 (Japan).
          1. U. S. PATENT & TRADEMARK OFFICE November 25, 2013,15 U.S.C. § 1052(e)(5)
          2. Wal-Mart Stores, Inc. v. Samara Bros. 529 U.S. 205, 212 (2000).

     

Comparative Law Review
Volume 7, Issue 2
Autumn & Winter
October 2016
Pages 627-646