Judgment of the General Court (Tenth Chamber) of 17 November 2021 –
Jakober v EUIPO (Shape of a cup)

(Case T‑658/20)

(EU trade mark – Application for a three-dimensional EU trade mark – Shape of a cup – Absolute ground for refusal – Lack of distinctive character – Article 7(1)(b) of Regulation (EC) No 207/2009 (now Article 7(1)(b) of Regulation (EU) 2017/1001) – Lack of distinctive character acquired through use – Article 7(3) of Regulation No 207/2009 (now Article 7(3) of Regulation 2017/1001))

1.      EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Three-dimensional trade marks consisting of the shape of the product itself – Distinctive character – Criteria for assessment

(Council Regulation No 207/2009, Art. 7(1)(b))

(see paras 14, 15, 19, 20, 32, 37)

2.      EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Three-dimensional mark comprising the shape of a cup

(Council Regulation No 207/2009, Art. 7(1)(b))

(see paras 31, 35, 36, 40, 43)

3.      EU trade mark – Definition and acquisition of the EU trade mark – Assessment of the registrability of a sign – EU rules only taken into account – Decisions of national authorities not binding EU bodies

(Council Regulation No 207/2009)

(see para. 41)

4.      EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Exception – Distinctive character acquired through use – Burden of proof

(Council Regulation No 207/2009, Art. 7(3))

(see para. 45)

5.      EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Exception – Distinctive character acquired through use – Criteria for assessment

(Council Regulation No 207/2009, Art. 7(3))

(see paras 46-49)

Re:

Action brought against the decision of the Fifth Board of Appeal of EUIPO of 20 August 2020 (Case R 554/2020-5), concerning an application for registration of a three-dimensional sign comprising the shape of a cup as an EU trade mark.

Operative part

The Court:

1. Dismisses the action;

2. Orders Mr Philip Jakober to pay the costs.