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Pirelli’s trademark, not on pole position

Pirelli's trademark, not on pole positionItalian tyre manufacturer Pirelli’s might lose the trademark registration it has for the stripe that appears on the side of its tyres.

Pirelli has been using the ‘stripe’ on its tyres. Always in the same position, but in different colours.

This month the General Court of the EU confirmed the EUIPO’s earlier decision to refuse the registration of the trademark.

According to the General Court, Pirelli’s so-called position mark is merely a simple and basic geometric form, and – consequently – not distinctive.

Pirelli can still take the case up to the highest European court. Unless it is tired of this tiresome lawsuit about tyres.