You can apply for an EUTM through the European Union Intellectual Property Office (EUIPO). The process can take multiple months and must follow a series of steps:
1. Check whether your brand is capable of being an EUTM
To be capable of registration as an EUTM, your mark must be one of the following things:
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a word or words
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a slogan
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letters (eg an acronym such as ‘EUTM’)
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numbers
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an internet domain name
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a logo
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a shape (eg the shape of your product)
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a colour
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a gesture
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a position mark (eg design lines placed on a certain part of your product)
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a pattern
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a motion mark (eg an animation used digitally, such as a distinctive ‘loading’ symbol)
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a multimedia mark (eg a more complex animation)
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a hologram
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not a smell or a taste
2. Conduct a search
Before starting your EUTM registration application, you should conduct a preliminary search to look for any existing rights over the trade mark that you want to register. Searches aren’t compulsory, but they reduce the possibility of conflicts later on.
Conducting searches can be expensive, so it’s a good idea to target your search depending on the location, purpose, and nature of your planned use of the trade mark.
To conduct a search, you can:
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use various free online databases (eg the EUIPO’s eSearch Plus database of EUTMs)
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pay a specialist lawyer to search for you. They may be able to locate rights which wouldn’t be immediately obvious when making a basic database search, eg unregistered trade marks within individual member states
3. File an application
File an application with the EUIPO. This can be done using their online application portal (although alternate application options exist for more complex applications, usually completed by professionals).
The application can be filed by either the applicant themselves (ie the individual or an officer of the business which owns the mark) or by their authorised representative (eg their solicitor). If the applicant themselves applies, they can do so even if they’re based outside of the EU. However, any further dealings with the EUIPO (eg dealing with any issues that arise) must go through a representative based within the EU.
The application must meet the ‘minimum requirements’:
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it requests EUTM registration
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it identifies the applicant (ie the person or business that will own the registered EUTM)
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it lists the goods and services that the EUTM is to be used for
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always ensure that this is done thoroughly. If you want to add other products that you want the EUTM to cover later, you will need to file a new application
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you should be clear and precise when describing the products you will use your EUTM for. But do not be too restrictive (ie so specific you eliminate a product you may use the EUTM for).
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you should also group the products you want to cover by reference to their trade mark class
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it includes a representation of the trade mark (ie it shows the EUIPO what you want to register), and this representation meets the criteria for an EUTM set out in Regulation (EU) 2017/1001:
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it is one of the things listed above as capable of being an EUTM (eg a word or colour)
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it is capable of distinguishing your products from another business’ products, and
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it can be represented on the Register of EU Trade Marks in a way that allows others to determine what exactly the trade mark you’re protecting is (ie it’s not too abstract to record)
A fee must also be paid.
If an application is filed but does not meet the minimum requirements, you will be asked to amend your application within 2 months. If you do not do so in time, the application will be refused.
4. Examination
After you file your application, the EUIPO will check it meets the minimum requirements and will check that no ‘absolute grounds for refusal’ apply. Potential absolute grounds for refusal include (but are not limited to):
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it’s not distinctive enough (eg it doesn’t differentiate your products from somebody else’s)
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it’s offensive (eg it contains a swear word)
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it’s just descriptive (eg it’s a word used to describe your product, such as ‘rice’ or ‘book’)
If the EUIPO decides that an absolute ground for refusal applies, they will object to your application and will inform you of this. You can attempt to overcome the objection by submitting evidence and written arguments arguing against the objection.
5. Publication
If your mark makes it past the above stages, the EUIPO will publish it publicly, beginning a 3 month ‘opposition period’. Within this period, others can object to your application if:
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they have IP rights in your trade mark which existed before your registration. This is called ‘opposition’
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they believe your EUTM registration should fail based on an absolute ground (above). This is called submitting an ‘observation’. The EUIPO will consider any observations raised
If any oppositions are submitted, you will have an opportunity to respond with evidence and written submissions. The EUIPO will evaluate the situation and issue an opposition decision. The decision will usually either refuse your EUTM registration (ie if the other party who submitted the opposition is held to have the right to the mark) or allow it to proceed (ie if you are held to have the right). The EUIPO’s decisions can be appealed.
6. Registration
If no objections are raised during the opposition period, or any that are raised are resolved in your favour, your trade mark will be registered as an EUTM.
EUTM registration lasts for 10 years and can be renewed indefinitely for further 10 year periods.