In the EU, one of the biggest obstacles for registration of a new trademark is the requirement of distinctive character. And while recent years the policy of the EUIPO was quite liberate, the policy is more severe now as trademarks like BARRIER BOARD for cardboard and REVOLUTION for games do not pass the test anymore.
While trademark attorneys certainly recognize the obvious cases as well the potential risk trademarks once in a while you just face a refusal you did not foresee. This happens to everyone, even Volkswagen. Volkswagen applied for the trademark Allstar for cars in the EU. However, this trademark was rejected due to a lack of distinctive character. Allstar means, according to the EUIPO, the best of a series of products or people. And for that reason, this word indicates the quality of the product, in this respect cars.
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