Guru Denim is using, like so many jeans brands, a distinctive sign on the pocket. Think of the red tab of Levi’s. In case of Guru Denim this is an inverted omega sign.
So, these kind of signs are sometimes very distinctive and well worth the protection as a trademark. And some trademark holders just file the trademark for a broad range of products. You never know for which products your trademark will be used in the future, right?
The downside of this is the bigger risk on disputes. And this is what happened with Guru Denim in New-Zealand. Their application faced an opposition of Omega, the famous maker of watches who is using the omega sign as a logo. Omega did not very like the application of the logo upside down for jewelry and watches.
In first instance the trademarks office rejected the opposition. Omega appealed the decision and now it can plead before the High Court in Wellington.
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“Trademark protection gives freedom to do business.”