Judgment of the General Court (Sixth Chamber) of 9 July 2025

1. EU trade markDefinition and acquisition of the EU trade markAbsolute grounds for refusalMarks devoid of any distinctive characterConcept of distinctiveness

(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))

(see paragraph 22)

2. EU trade markDefinition and acquisition of the EU trade markAbsolute grounds for refusalMarks devoid of any distinctive characterAssessment of distinctive characterCriteria

(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))

(see paragraph 23)

3. EU trade markDefinition and acquisition of the EU trade markAbsolute grounds for refusalMarks devoid of any distinctive characterPosition mark comprising a capital letter I and a red heart on the outside of the back of the neck of an item of clothing

(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))

(see paragraphs 26, 27, 29, 35, 36, 38, 40, 50, 56, 57, 68, 69)

4. EU trade markDecisions of EUIPOPrinciple of equal treatment –Principle of sound administrationEUIPO’s previous decision-making practicePrinciple of legalityNeed for a stringent and full examination in each individual case

(European Parliament and Council Regulation 2017/1001)

(see paragraphs 30-34, 59)

5. EU trade markDefinition and acquisition of the EU trade markAbsolute grounds for refusalMarks devoid of any distinctive characterAssessment of distinctive characterCriteriaPosition mark

(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))

(see paragraph 43)

6. EU trade markDefinition and acquisition of the EU trade markAbsolute grounds for refusalMarks devoid of any distinctive characterThree-dimensional mark constituted by the shape of the productDistinctive characterCriteria for assessment

(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))

(see paragraphs 43-45)

7. EU trade markProcedural provisionsExamination of the facts of EUIPO’s own motionScopeObligation to prove matters within common knowledge –NoneDispute before the General Court

(European Parliament and Council Regulation 2017/1001, Art. 95(1))

(see paragraphs 51, 52, 73)

8. EU trade markProcedural provisionsExamination of the facts of EUIPO’s own motionRegistration of a new trade markAbsolute grounds for refusalBurden of proof

(European Parliament and Council Regulation 2017/1001, Arts 7(1) and 95(1))

(see paragraphs 53, 72)

9. EU trade markDecisions of EUIPOLegalityExamination by the EU judicatureCriteriaEUIPO examination guidelinesEffect

(European Parliament and Council Regulation 2017/1001)

(see paragraph 63)

10. EU trade markProcedural provisionsStatement of reasons for decisionsFirst sentence of Article 94(1) of Regulation 2017/1001Scope identical to that of Article 296 TFEURecourse by the Board of Appeal to implicit reasoningWhether permissibleConditions

(Art. 296 TFEU; European Parliament and Council Regulation 2017/1001, Art. 94(1), first sentence)

(see paragraphs 79-81)

11. EU trade markProcedural provisionsStatement of reasons for decisionsFirst sentence of Article 94(1) of Regulation 2017/1001Scope identical to that of Article 296 TFEUEssential procedural requirement

(Art. 296 TFEU; European Parliament and Council Regulation 2017/1001, Art. 94(1), first sentence)

(see paragraph 84)

Operative part

The Court:

1. Dismisses the action;

2. Orders sprd.net AG to pay the costs.