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World-renowned French luxury house Chanel somehow, lost its trademark fight against Huawei Technologies as a top European court decided against it by saying that both the logos are different from each other and bear no similarity in any manner to each other. However, the trademark spat underlines the fact that how luxury brands jealously guard their own signature logos and trademarks that undoubtedly are a symbol of luxury, style, and exclusivity to millions of people out in the market.
This whole dispute started from just one decision of the EU Intellectual Property Office (EUIPO) in the year 2017 when Huawei sought approval from EUIPO to register its trademark for computer hardware. The alleged trademark has two vertical interlocking semicircles somewhat similar to Chanel’s mark. Privately owned Chanel objected saying, “The design is similar to our registered French logo of two horizontal interlocking semicircles used for our perfumes, cosmetics, costume jewelry, leather goods, and clothing.” However, the trademark office didn’t find any merits in Chanel’s objection and simply dismissed it in the year 2019. The trademark office gave a reason for dismissing the objection that there was no alleged similarity and there is also no scope of the likelihood of confusion in the mind of the public between the two.
The French luxury house subsequently decided to challenge the ruling of the Trademark Office at the Luxembourg-based General Court. The court also dismissed the appeal in its ruling on the same grounds. “The figurative marks at issue are not similar. The marks must be compared as applied for and registered, without altering their orientation,” the tribunal of judges said. “The visual differences in the two logos are significant. In particular, Chanel’s marks have more rounded curves, thicker lines, and horizontal orientation, whereas the orientation of the Huawei mark is vertical,” it further added. Thus, the General Court concluded against Chanel stating that both the marks are different from each other. However, the ruling of the General Court can be appealed to the EU Court of Justice which is the highest court in Europe. The above-discussed case can be traced with the name: “T-44/20 Chanel v EUIPO - Huawei Technologies.”