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Louis Vuitton Luxury brand's trademark 'chequerboard' revoked!

At the moment, Louis Vuitton has lost the exclusivity to their trademark Damier Brown and Biege chequerboard pattern as EU General Court has ruled it invalid and without "distinctive character".

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Louis Vuitton is known for its trademark Damier brown and beige chequerboard pattern on their luxury goods next to the iconic LV Monogram but it looks like that's about to change!

In 2011 a case in court  threatened to take away the signature chequerboard pattern trademark and they might just have succeeeded.

Louis Vuitton Porte-Documents Voyage GM play

Louis Vuitton Porte-Documents Voyage GM

(Louis Vuitton)


According to Fashionista.com, last week the EU General Court ruled the trademark invalid due to  lack of "distinctive character" and failure to "acquire distinctive character through use."

The luxury brand who set up the trademark in 2008 is frequently used on their handbags and over the years it's been identified as a signature of the brand.

Fashonista.com further revealed that court documents described the chequerboard as "one of the most basic patterns used as a decorative element," as well as "very simple" and containing "no element capable of individualizing it in such a way that it would not appear as a common and basic chequerboard pattern."

As a result of last week ruling,  the trademark has been cancelled. As as this time, it is not known whether Louis Vuitton plans to appeal.

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