{"id":3240,"date":"2026-02-18T19:01:09","date_gmt":"2026-02-18T19:01:09","guid":{"rendered":"https:\/\/www.wmw-patent.de\/?p=3240"},"modified":"2026-02-18T19:11:57","modified_gmt":"2026-02-18T19:11:57","slug":"slogan-als-marke","status":"publish","type":"post","link":"https:\/\/www.wmw-patent.de\/en\/slogan-als-marke\/","title":{"rendered":"Distinctiveness of Slogans \u2013 DPMA Implements Common Practice as of 16 February 2026"},"content":{"rendered":"<p class=\"has-text-align-left\">Since 2012, the trademark offices of the EU Member States and the EUIPO have been working in convergence projects to achieve the most consistent decision-making practice possible. Convergence Project 17 (KP17\/CP17) addresses the question of when slogans are distinctive enough to be registered as trademarks and which factors typically play a role.<\/p>\n\n\n\n<p><strong>What is changing at the DPMA?<\/strong><\/p>\n\n\n\n<p class=\"translation-block\">The German Patent and Trade Mark Office (DPMA) will implement the Common Practice and the related guidelines as of <strong>16 February 2026<\/strong>. At the same time, the DPMA clarifies that the outcomes are consistent with its previous decision-making practice. Therefore, this does not entail a stricter standard for applicants in substance, but it does provide additional, transparent guidance based on harmonised criteria and practical examples.<\/p>\n\n\n\n<p><strong>Key takeaways from KP17\/CP17: Which factors may support distinctiveness?<\/strong><\/p>\n\n\n\n<p>The Common Practice provides a non-exhaustive list of factors that may\u2014depending on the individual case\u2014serve as indicators of distinctiveness. These include in particular:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>Ambiguity:<\/strong> The slogan allows for multiple interpretations.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Wordplay:<\/strong> A linguistic double meaning or a deliberate \u201ctwist.\u201d<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Conceptual originality\/surprise:<\/strong> The slogan appears imaginative, unexpected, or unusual.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Originality or impact:<\/strong> The slogan stands out and differs from typical advertising claims.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Mental effort\/need for interpretation:<\/strong> The slogan requires thought or a certain degree of interpretation.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Unusual syntactic structures\/stylistic devices:<\/strong> e.g., alliteration, metaphor, rhyme, paradox, etc.<\/li>\n<\/ul>\n\n\n\n<p class=\"translation-block\"><strong>Important:<\/strong> No single factor is decisive on its own. What matters is always an overall assessment of all circumstances of the individual case.<\/p>\n\n\n\n<p><strong>When does it become critical?<\/strong><\/p>\n\n\n\n<p>Slogans typically fail registration when the public perceives them merely as a banal advertising phrase\u2014i.e., a simple, direct promotional message without any added originality, tension, or room for interpretation.<\/p>\n\n\n\n<p><strong>Our tip for trademark applicants<\/strong><\/p>\n\n\n\n<p>If you intend to file a slogan as a trademark, it is worth doing a quick check in advance:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Is the slogan more than just a pure advertising message?<\/li>\n\n\n\n<li>Does it contain a linguistic or conceptual \u201chook\u201d that makes it memorable?<\/li>\n\n\n\n<li>Does it fit the list of goods\/services without merely describing them in a straightforward way?<\/li>\n<\/ol>\n\n\n\n<p>We would be happy to support you in assessing registrability and developing a suitable filing strategy\u2014also in combination with a figurative mark (logo) or a step-by-step filing approach.<\/p>\n\n\n\n<h3 class=\"wp-block-heading alignwide\"><strong>Examples from the Common Practice (KP17\/CP17)<\/strong><\/h3>\n\n\n\n<p><strong>A) Examples of non-distinctive slogans<\/strong><\/p>\n\n\n\n<p>These examples are typically assessed as banal, promotional, or exhortative, lacking sufficient originality or interpretative effort:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>\u201cDREAM IT, DO IT!\u201d<\/strong> (Classes 35, 36, 41, 45): A general motivational\/advertising message without particular originality or any need for interpretation.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>\u201cPioneering for You\u201d<\/strong> (Classes 7, 9, 11, 37, 42): A positive performance promise that is clearly understood and lacks ambiguity or a \u201ctwist.\u201d<\/li>\n\n\n\n<li class=\"translation-block\"><strong>\u201cCREATE DELIGHTFUL HUMAN ENVIRONMENTS\u201d<\/strong> (Classes 9, 19, 37): From the perspective of the relevant public, this mainly describes the aim\/claim of the goods and services\u2014i.e., a typical advertising slogan.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>\u201cIT IS ALREADY THERE BEFORE YOU EVEN NEED IT\u201d<\/strong> (Class 39: delivery of parcels): A service promise (speed\/reliability) without any surprising or original message.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>\u201cTake Control of Your Data\u201d<\/strong> (Classes 36, 38, 42): A typical call-to-action\/benefit message that directly targets purpose\/function.<\/li>\n<\/ul>\n\n\n\n<p><strong>B) Examples of distinctive slogans<\/strong><\/p>\n\n\n\n<p>These examples go beyond a mere advertising message (e.g., through wordplay, ambiguity, conceptual \u201cfriction,\u201d or vivid imagery):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>\u201cBEAUTY NEEDS TO TRAVEL\u201d<\/strong> (inter alia Classes 3, 16, 35): Ambiguous\/abstract; an unusual idea (\u201cbeauty travels\u201d) \u2192 requires context and mental effort.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>\u201cAs Green As White Can Be\u201d<\/strong> (Classes 1, 2, 5): A paradox\/oxymoron (\u201cgreen\u201d vs. \u201cwhite\u201d) \u2192 creates a need for interpretation rather than a direct product description.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>\u201cWhat do clouds smell like?\u201d<\/strong> (Class 42: cloud computing services): Plays on the ambiguity of \u201cclouds\u201d \u2192 unusual and not immediately descriptive.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>\u201cColder than your ex\u2019s heart\u201d<\/strong> (Class 32: beer): A humorous exaggeration without a direct product description \u2192 prompts reflection and is memorable.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>\u201cLOOSEN UP IN THE CLOUDS\u201d<\/strong> (Class 39: air travel services): Metaphorical (\u201cin the clouds\u201d) + an interpretative step is needed to connect it to the service.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>\u201cElevate Your Senses\u201d<\/strong> (Class 7: elevators): Wordplay\/ambiguity of \u201celevate\u201d (to lift\/raise vs. to enhance the senses) \u2192 triggers mental engagement.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>\u201cTrust the Silence. Hear What\u2019s Next\u201d<\/strong> (Classes 9, 41): A contrast between silence and sound plus a suggestive, non-technical message \u2192 an emotional need for interpretation.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>\u201cEyeing the future\u201d<\/strong> (Class 44: optometric services): pun (\u201ceyeing\u201d) + not directly descriptive \u2192 requires a mental step (thought process).<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Since 2012, the trademark offices of the EU Member States and the EUIPO have been working in convergence projects to achieve the most consistent decision-making practice possible. Convergence Project 17 (KP17\/CP17) addresses the question of when slogans are distinctive enough to be registered as trademarks and which factors typically play a role.<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[417,418,412,429,408,409,416,64,413,410,411,367,422,415,423,402,427,404,421,420,403,428,406,425,405,419,407],"class_list":["post-3240","post","type-post","status-publish","format-standard","hentry","category-unkategorisiert","tag-absolute-schutzhindernisse","tag-beschreibende-angaben","tag-cp17","tag-distinctiveness","tag-dpma-markenanmeldung","tag-dpma-slogan-marke","tag-eintragungshindernisse-marke","tag-euipo","tag-gemeinsame-praxis","tag-konvergenzprojekt-17","tag-kp17","tag-markenanmeldung","tag-markenberatung","tag-markenfaehigkeit-slogan","tag-markenpruefung","tag-markenrecht","tag-markenrecht-deutschland","tag-markenschutz","tag-markenstrategie","tag-schutzfaehigkeit-werbeslogan","tag-slogan-als-marke","tag-slogan-trademark","tag-slogan-unterscheidungskraft","tag-trademark-registration","tag-unterscheidungskraft","tag-werbeaussage-vs-herkunftshinweis","tag-werbeslogan-marke-eintragen"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Unterscheidungskraft von Slogans \u2013 DPMA setzt Gemeinsame Praxis ab 16.02.2026 um - Patentanw\u00e4lte Weisse, Moltmann &amp; Willems<\/title>\n<meta name=\"description\" content=\"Slogan als Marke anmelden: Unterscheidungskraft mit Kriterien und Beispielen. 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