The criteria for EU Trademark registrability will no longer include the requirement for ‘graphic representation’, making it possible to file a trademark to protect a sign in any appropriate form; in other words, using generally available technology (as opposed to the current requirement that the sign must be graphically representable). This should enable IP owners to more easily register non-traditional signs (such as sounds, holograms and multimedia), so long as they can be represented in a manner that is clear and precise (following the criteria set out by the Court of Justice of the EU in the Sieckmann judgement) and fulfil the general requirement of distinctiveness. With this change, a ‘what you see, is what you get’-system is introduced aiming to make the EUTM register clearer, more accessible and easier to search Lire davantage
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