{"id":31370,"date":"2026-02-16T09:00:00","date_gmt":"2026-02-16T07:00:00","guid":{"rendered":"https:\/\/kpw.law\/?p=31370"},"modified":"2026-05-11T01:33:44","modified_gmt":"2026-05-10T23:33:44","slug":"lux-is-not-luv","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/lux-is-not-luv\/","title":{"rendered":"Lux is not Luv"},"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=\"52856b\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-31363 size-large not-transparent\" alt=\"BPatG: Lux ist nicht Luv, keine Verwechslungsgefahr, Markenrecht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Lux-ist-nicht-Luv-1024x576.jpg\" style=\"--dominant-color: #52856b; object-position:0% 100%\" data-object-fit=\"cover\" data-object-position=\"0% 100%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Lux-ist-nicht-Luv-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Lux-ist-nicht-Luv-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Lux-ist-nicht-Luv-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Lux-ist-nicht-Luv-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Lux-ist-nicht-Luv-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_7087e9ede32299cfc57c98a1a983f6c0\" 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\">Lux  <\/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\">is not<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-b5942e92369c5d1c1cb03ff6ae639f56\" 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\">Luv<\/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=\"2026-02-16T09:00:00+02:00\">16. 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>When is a single letter enough to distinguish two trademarks? Can a graphic similarity between &#8220;v&#8221; and &#8220;x&#8221; lead to the cancellation of a trademark &#8211; and what role do associations of meaning such as &#8220;luxury&#8221; or &#8220;lynx&#8221; play in this? <\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-lux-vs-luv\">LUX vs. LUV  <\/h2>\n\n<p>The word mark &#8220;Lux&#8221; was applied for at the <a href=\"https:\/\/www.dpma.de\/\">German Patent and Trade Mark Office (DPMA)<\/a> on October 1, 2020 and registered on October 13, 2020. Following a partial surrender, it claimed protection for bathtubs, shower trays and washbasins made of steel enamel in class 11. <\/p>\n\n<p>The proprietor of the earlier EU word mark &#8220;Luv&#8221; (registered on 30.01.2017) filed an opposition against this registration. Her trademark claimed protection for sanitary facilities, washbasins, bathtubs and shower trays, also in class 11. <\/p>\n\n<p>The Trademark Office for Class 11 of the DPMA upheld the opposition and ordered the cancellation of the trademark &#8220;Lux&#8221;. The reasoning: With identical goods and average distinctiveness, there was medium similarity at least in terms of typeface. The &#8220;arrow-shaped upwardly open design&#8221; of the &#8220;v&#8221; was identical and mirrored downwards in the &#8220;x&#8221;, so that confusion could not be ruled out on the basis of memory.  <\/p>\n\n<p>The owner of the trademark &#8220;Lux&#8221; filed an appeal.<\/p>\n\n<h2 class=\"wp-block-heading\">The decision of the BPatG<\/h2>\n\n<p>The BPatG upheld the appeal with  <a href=\"https:\/\/www.bundespatentgericht.de\/SharedDocs\/Entscheidungen\/DE\/2026\/29560-22_04022026.pdf?__blob=publicationFile&amp;v=1\">Decision of 04.02.2026 &#8211; Ref. 29 W (pat) 560\/22 <\/a>  upheld the cancellation and rejected the opposition. There was no likelihood of confusion between &#8220;Lux&#8221; and &#8220;Luv&#8221;. <\/p>\n\n<p>The Senate first found that the goods are aimed at the average consumer who is reasonably well informed and reasonably observant and circumspect. The court did not accept the appellant&#8217;s argument that its goods came from the high-price segment and therefore required increased attention. In opposition proceedings, the focus should be on the registered goods, not on specific sales and distribution modalities. However, in view of the growing importance of the bathroom as a place of well-being and the partly high-priced products, a &#8220;slightly increased attention&#8221; could be assumed.   <\/p>\n\n<p>In the opinion of the Senate, the comparable goods are largely identical and highly similar. The Senate classified the original distinctiveness of &#8220;Luv&#8221; as average. Irrespective of whether the public recognizes the nautical term for the &#8220;side facing the wind&#8221;, it is not descriptive of the sanitary goods. The other meanings cited &#8211; the name of a pop band or a colloquial form of &#8220;love&#8221; &#8211; did not lead to a weakness of the mark either.   <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-zeichenvergleich\">Character comparison<\/h3>\n\n<p>When comparing the typeface, the court states that the public will notice the different final letters &#8220;x&#8221; and &#8220;v&#8221; when reading and will remember them. The visual impression of a word sign is determined not only by its initial letter but also by its final letter. The graphic similarity of the arrow shape of the two letters cited by the trade mark office presupposes an &#8220;analytical consideration which the public does not normally undertake&#8221;.  <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-primary-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>In the view of the Senate, the fact that the public goes beyond the mere perception of the individual, deviating letters to examine them for their graphic design and recognizes an upwardly open arrow shape in both presupposes an analytical consideration, which the public does not usually undertake.<\/p>\n<\/blockquote>\n<\/div>\n\n<p>From a phonetic point of view, the difference is also sufficient to prevent confusion. While the &#8220;sonorous consonant &#8216;&#8221;x&#8221; of the younger trademark has a relatively short, hard sound, that of the opposing trademark is significantly longer and softer due to the final &#8220;v&#8221;. <\/p>\n\n<p>The conceptual component was particularly important for the judges. The Senate found that the public would immediately think of a meaning for &#8220;lux&#8221; &#8211; be it the Latin word for &#8220;light&#8221;, the physical unit of measurement for illuminance, the association with &#8220;luxury&#8221; or the sound of the wild cat &#8220;lynx&#8221;. Any recognized meaning could prevent interrogation or reading. It is sufficient if only one of the two signs has a clear conceptual content. The Senate could therefore leave open whether &#8220;Luv&#8221; was also directly recognized as a nautical term.    <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-fazit\">Conclusion<\/h2>\n\n<p>The decision confirms and substantiates the case law on short signs in <a href=\"https:\/\/kpw.law\/rechtsgebiet\/markenrecht\/\" id=\"209\">trademark law <\/a>in several respects.<\/p>\n\n<p>With three-letter trademarks, even small differences can have a disproportionately high impact. Experience has shown that short words are remembered better and more accurately than longer trademark words. Even a difference in just one letter can therefore rule out confusion &#8211; provided the other circumstances are in favor of this.  <\/p>\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>A purely graphical analysis of individual letters is not the benchmark. The Senate did not consider the fact that &#8220;v&#8221; and &#8220;x&#8221; both have an arrow-shaped form to be decisive because the average consumer does not carry out such a detailed shape analysis. <\/p>\n\n\n\n<p>Conceptual associations can neutralize phonetic and visual similarities. This already applies if only one of the two signs embodies a conceptual content that is familiar to the public. Trade mark applicants and proprietors should therefore not underestimate the semantic dimension of their signs, as it can make the decisive difference in opposition proceedings.  <\/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_2f1aa6fa6450dc7c8aafc1a43893025e\" 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>LUX vs. LUV The word mark &#8220;Lux&#8221; was applied for at the German Patent and Trade Mark Office (DPMA) on October 1, 2020 and registered&#8230;<\/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":[6168,6066,6149,5380,5042,5213],"thema":[],"rechtsgebiet":[4898],"produkt":[4900],"class_list":["post-31370","post","type-post","status-publish","format-standard","hentry","category-general","tag-abbreviation","tag-brand-similarity","tag-opposition-proceedings","tag-risk-of-confusion-en","tag-trademark-en","tag-trademarks","rechtsgebiet-markenrecht-en","produkt-markenanmeldung-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>BPatG: Lux is not Luv, no likelihood of confusion<\/title>\n<meta name=\"description\" content=\"The BPatG decides: There is no likelihood of confusion 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