{"id":28893,"date":"2025-10-17T09:54:00","date_gmt":"2025-10-17T07:54:00","guid":{"rendered":"https:\/\/kpw.law\/?p=28893"},"modified":"2026-03-15T16:05:00","modified_gmt":"2026-03-15T14:05:00","slug":"2-second-jingle-as-a-sound-mark","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/2-second-jingle-as-a-sound-mark\/","title":{"rendered":"2 second jingle as a sound mark"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"632086\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-28887 size-large not-transparent\" alt=\"2 Sekunden Jingle als H\u00f6rmarke, BVG, Marke, Markenrecht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/2-Sekunden-Jingle-als-Hoermarke-1024x576.jpg\" style=\"--dominant-color: #632086; object-position:49% 100%\" data-object-fit=\"cover\" data-object-position=\"49% 100%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/2-Sekunden-Jingle-als-Hoermarke-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/2-Sekunden-Jingle-als-Hoermarke-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/2-Sekunden-Jingle-als-Hoermarke-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/2-Sekunden-Jingle-als-Hoermarke-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/2-Sekunden-Jingle-als-Hoermarke-2048x1152.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_f3b3c0da21df2af00e8fc9c19b90d43f\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">2 seconds<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Jingle as<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-dcd652fff6bd60a4fb327df691341dc2\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">sound mark<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2025-10-17T09:54:00+02:00\">17. October 2025<\/time><\/div>\n\n\n<p>from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p><strong>Can a two-second jingle really be a trademark? Or is it just a banal noise?   <\/strong>The General Court of the European Union has ruled in favor of the Berlin transport company &#8211; with a remarkable result.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-worum-geht-s\">What is it all about?<\/h2>\n\n<p>Die Berliner Verkehrsbetriebe (BVG) wollten ihren charakteristischen BVG-Jingle als <a href=\"https:\/\/kpw.law\/en\/topics\/trademark\/\">Unionsmarke <\/a>eintragen lassen \u2013 genauer: als <a href=\"https:\/\/kpw.law\/thema\/markenformen\/\">H\u00f6rmarke<\/a>. Der Jingle ist zwei Sekunden lang (<a href=\"http:\/\/euipo.europa.eu\/trademark\/sound\/EM500000018849003\" target=\"_blank\" rel=\"noreferrer noopener\">Audiodatei der angemeldeten Marke<\/a>).<\/p>\n\n<p>The EUIPO rejected the application: The sound was &#8220;too short, too banal and unrecognizable&#8221;. The Opposition Division also ruled against BVG. The BVG jingle consisted of only four simple tones that hardly produced any resonance. According to the authority, such short sounds typically only serve functional purposes in the transport sector &#8211; for example as a signal before loudspeaker announcements. The sound is too simple, too short, too irrelevant to stick in the consumer&#8217;s mind. In other words: too little trademark, too much background noise.     <\/p>\n\n<p>The BVG did not give up and brought an action before the General Court of the European Union (EGC).<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-entscheidung-des-gerichts-zum-jingle\">Decision of the court on the jingle<\/h2>\n\n<p>The General Court of the European Union annulled the  <a href=\"https:\/\/curia.europa.eu\/juris\/document\/document_print.jsf;jsessionid=3602D9DC80DD5AFABBE5D6D990CEB469?mode=DOC&amp;pageIndex=0&amp;docid=304182&amp;part=1&amp;doclang=DE&amp;text=&amp;dir=&amp;occ=first&amp;cid=47910\">Judgment of 10.09.2025 &#8211; Ref. T-288\/24 <\/a>  annulled the EUIPO&#8217;s decision. According to the Luxembourg judges, the Office had interpreted the requirements for distinctiveness too strictly. <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-turquoise-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p>Neither the duration of the trademark applied for nor its alleged &#8220;simplicity&#8221; or &#8220;banality&#8221; preclude recognition of the corresponding melody.<\/p>\n<\/blockquote>\n<\/div>\n\n<p>The court clarified that a short and concise jingle can be memorable precisely because of its simplicity. The decisive factor is not the length, but the ability to be perceived by the audience as an indication of origin. <\/p>\n\n<p>The judges also referred to the increasing use of jingles in the transportation sector &#8211; for example by Deutsche Bahn or Munich Airport &#8211; and saw this as a clear indication that consumers do identify such sounds as trademarks.<\/p>\n\n<h2 class=\"wp-block-heading\">Significance for practice<\/h2>\n\n<p>This ruling is not only good news for the BVG, but also an important sign for companies that are increasingly using acoustic elements to convey their brand identity. In times when customers often perceive trademarks via voice assistants, apps or commercials, the importance of so-called sonic brands is growing. The EGC takes this development into account by interpreting the legal framework for sonic brands more generously and adapting it to the reality of modern brand communication.  <\/p>\n\n<p>In practice, this means that a sound can be distinctive even if it only consists of a few tones. The decisive factor is that it is not perceived by the public as purely functional, but as characteristic. When registering a sound mark, companies should therefore ensure that the sound is neither too technical nor can it be confused with typical ambient sounds. It is also advisable to analyze trademarks already registered in the respective sector &#8211; such as the sound logos of other transport companies in the present case &#8211; in order to anticipate the decision-making practice of the EUIPO.   <\/p>\n\n<p>With this decision, the court also made it clear that the requirements for the distinctiveness of sound marks must not be excessive. A &#8220;minimum&#8221; is sufficient to overcome the obstacle to registration. This may sound like legal restraint, but is in fact a realistic adjustment to creative practice. In future, the EUIPO will have to examine more closely whether a sound mark is actually banal or, as in the case of the BVG, carries a clearly recognizable trademark message.   <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-fazit\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>With this decision, the court has made it clear that the requirements for the distinctiveness of sound marks must not be excessive. A &#8220;minimum&#8221; is sufficient to overcome the ground for refusal.   <\/p>\n\n\n\n<p>This sounds like legal restraint, but is in fact a realistic adaptation to creative practice. In future, the EUIPO will have to examine more closely whether a sound mark is actually merely banal &#8211; or whether, as in the case of the BVG, it carries a clearly recognizable trademark message. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_c10a8c0524bd9ca9f8da03e32eef2164\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Trademark law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div 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style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>EUIPO, BVG and the two-second jingle: A fascinating case about sound marks, trademark law and recognition.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[5453,5813],"thema":[4896,4895,4897],"rechtsgebiet":[4898],"produkt":[5001,4900,4901,4902,5778],"class_list":["post-28893","post","type-post","status-publish","format-standard","hentry","category-general","tag-distinctive-character","tag-sound-mark","thema-internationale-registrierung-en","thema-marke-en","thema-markenformen-en","rechtsgebiet-markenrecht-en","produkt-advice-on-trademark-law","produkt-markenanmeldung-en","produkt-markenrecherche-en","produkt-markenuberwachung-en","produkt-successfully-combating-trademark-infringement"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>2 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