{"id":31103,"date":"2026-02-05T09:00:00","date_gmt":"2026-02-05T07:00:00","guid":{"rendered":"https:\/\/kpw.law\/?p=31103"},"modified":"2026-02-05T10:29:23","modified_gmt":"2026-02-05T08:29:23","slug":"motion-mark-versus-word-figurative-mark","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/motion-mark-versus-word-figurative-mark\/","title":{"rendered":"Motion mark versus word\/figurative 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 is-light 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=\"9abb08\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-31101 size-large not-transparent\" alt=\"Bewegungsmarke gegen Wortbildmarke, Verwechslungsgefahr, Markenrecht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Bewegungsmarke-gegen-Wortbildmarke-1024x576.jpg\" style=\"--dominant-color: #9abb08; object-position:48% 100%\" data-object-fit=\"cover\" data-object-position=\"48% 100%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Bewegungsmarke-gegen-Wortbildmarke-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Bewegungsmarke-gegen-Wortbildmarke-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Bewegungsmarke-gegen-Wortbildmarke-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Bewegungsmarke-gegen-Wortbildmarke-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Bewegungsmarke-gegen-Wortbildmarke-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_86a94401dbd9c5ff8a785416b6747ad5\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-size:clamp(3.076rem, 3.076rem + ((1vw - 0.2rem) * 5.04), 6.1rem);font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Motion mark<\/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\">vs.  <\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-huge-font-size wp-elements-53ff46a5d448dbc2224a5e02f98c864f\" 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\">Figurative 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=\"2026-02-05T09:00:00+02:00\">5. February 2026<\/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>How is a motion mark assessed in opposition proceedings &#8211; and what role do dynamic elements play when comparing signs?<\/strong>  The EUIPO decides in the Lamborghini dispute.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-bewegungsmarke-gegen-wortbildmarke\">Motion mark versus word\/figurative mark<\/h2>\n\n<p>In December 2023, Tenuta Lamborghini S.r.l. Societ\u00e0 Agricola, an Italian agricultural company, applied to the European Union Intellectual Property Office (EUIPO) for EU trademark no. 18 963 666 &#8220;Lamborghini&#8221;. The special feature: It was a motion mark showing a wine bottle rotating around its vertical axis, changing color from green to blue and yellow to purple. The application covered alcoholic and non-alcoholic beverages in classes 32 and 33.  <\/p>\n\n<figure class=\"wp-block-video\"><video autoplay=\"\" controls=\"\" loop=\"\" muted=\"\" src=\"https:\/\/euipo.europa.eu\/copla\/image\/UB2V7J5SX5HSOT2UA6C4K4UFFTP64KMQTJHTXNKVTBGVJCKTGSYVFC72XNBQKNUZZWSRBKH7DPDQS\" playsinline=\"\"><\/video><\/figure>\n\n<p>Tonino Lamborghini S.p.A., a company from Modena that sells lifestyle products under the name &#8220;Tonino Lamborghini&#8221;, filed an opposition in April 2024. It relied on several older EU word and figurative marks showing the lettering &#8220;Tonino Lamborghini&#8221; and a stylized bull emblem in a shield. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-die-entscheidung-des-euipo\">The decision of the EUIPO<\/h2>\n\n<p>The Opposition Division upheld the opposition in full on 29.01. 2026 &#8211; AZ. B 3 215 161 and rejected the trade mark application for all the goods claimed.  <\/p>\n\n<h3 class=\"wp-block-heading\">Special features of the motion mark<\/h3>\n\n<p>The Opposition Division had to deal with the question of how to assess a motion mark as a rather unusual <a href=\"https:\/\/kpw.law\/thema\/markenformen\/\" id=\"761\">type of mark <\/a>in a comparison of signs. According to the EUIPO&#8217;s common practice, motion marks are considered distinctive if they contain a distinctive element &#8211; be it verbal or figurative &#8211; that moves or changes its position, color or other elements, even if the movement or change itself is not distinctive. <\/p>\n\n<p>In this case, the motion mark consisted of a rotating wine bottle with changing colors. The Division found the dynamic aspects &#8211; rotation and color change &#8211; to be at most weakly distinctive as they merely serve to present the trademark from different angles and in different color schemes. <\/p>\n\n<p>Rather, the decisive factor for the comparison of the signs was that the motion mark contained the static elements &#8220;LAMBORGHINI&#8221; (twice on the bottle) and a bull depiction in the shield &#8211; the same distinctive elements as the opponent&#8217;s earlier trademarks.<\/p>\n\n<h3 class=\"wp-block-heading\">Character comparison<\/h3>\n\n<p>When comparing word\/figurative marks and motion marks, the coincidence in a distinctive verbal and figurative element usually leads to a visual similarity, especially if the coinciding element remains separately recognizable despite the movement.<\/p>\n\n<p>As a result, the Division found that neither the differentiating elements (bottle shape, wavy frequency patterns) nor the dynamic aspects of the contested trademark prevented the consumer from perceiving the similarity in the verbal element &#8220;LAMBORGHINI&#8221; and the bull representation. The signs were therefore found to be visually and phonetically averagely similar and conceptually highly similar. <\/p>\n\n<h3 class=\"wp-block-heading\">Risk of confusion<\/h3>\n\n<p>As the goods are identical or similar and the signs have significant similarities despite the particular nature of the motion mark, the division found that there was a likelihood of confusion. It considered it highly likely that the Italian-speaking public would perceive the contested trademark as a sub-brand of the earlier &#8220;Tonino Lamborghini&#8221; trademarks, e.g. as a variant that was designed differently depending on the product category. <\/p>\n\n<h2 class=\"wp-block-heading\">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>The decision makes it clear that motion marks do not enjoy a privileged position in opposition proceedings. The dynamic elements &#8211; movement, rotation, color change &#8211; are usually classified as decorative or functional and contribute little to distinctiveness. The content of the static, recognizable elements remains decisive.  <\/p>\n\n\n\n<p>A motion mark does not protect against a likelihood of confusion if it contains distinctive elements that conflict with earlier laws. The movement does not &#8220;mask&#8221; the similarity of the essential elements of the mark. <\/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_d3ca887856c350e26ff691ce01169a7d\" 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 class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" 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 rejects motion mark &#8220;Lamborghini&#8221; due to likelihood of confusion with earlier Tonino Lamborghini trademarks.<\/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":[5212,6114,6113,5380,5043],"thema":[4895,4897],"rechtsgebiet":[4898],"produkt":[],"class_list":["post-31103","post","type-post","status-publish","format-standard","hentry","category-general","tag-brand-shape","tag-lamborghini","tag-motion-mark","tag-risk-of-confusion-en","tag-wine","thema-marke-en","thema-markenformen-en","rechtsgebiet-markenrecht-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Motion mark versus word\/figurative mark<\/title>\n<meta name=\"description\" content=\"EUIPO rejects motion mark &quot;Lamborghini&quot; due to likelihood of confusion with earlier Tonino 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