Judgment of the General Court (Third Chamber) of 21 May 2015 —
Mo Industries v OHIM (Splendid)

(Case T‑203/14)

Community trade mark — Application for Community figurative mark Splendid — Absolute ground for refusal — Lack of distinctive character — Article 7(1)(b) and Article 7(2) of Regulation (EC) No 207/2009 — Equal treatment — Principle of sound administration

1.                     Community trade mark — Definition and acquisition of the Community trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Assessment of distinctive character — Criteria (Council Regulation No 207/2009, Art. 7(1)(b)) (see paras 14, 15, 30)

2.                     Community trade mark — Definition and acquisition of the Community trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Marks constituted of advertising slogans — Flattering promotional formula (Council Regulation No 207/2009, Art. 7(1)(b)) (see paras 16, 17)

3.                     Community trade mark — Definition and acquisition of the Community trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Marks constituted of advertising slogans — Distinctive character — Application of specific criteria for assessment — Inadmissibility (Council Regulation No 207/2009, Art. 7(1)(b)) (see para. 18)

4.                     Community trade mark — Definition and acquisition of the Community trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Figurative mark Splendid (Council Regulation No 207/2009, Art. 7(1)(b)) (see paras 21-23, 26-28, 37)

5.                     Community trade mark — Decisions of the Office — Principle of equal treatment — Principle of sound administration — OHIM’s previous decision-making practice — Principle of legality — Need for a strict and complete examination in each particular case (see para. 48)

Re:

ACTION brought against the decision of 7 January 2014 of the First Board of Appeal of OHIM (Case R 1542/2013‑1) concerning an application for registration of the figurative sign Splendid as a Community trade mark.

Operative part

The Court:

1. Dismisses the action;

2. Orders Mo Industries LLC to pay the costs.