Sweden 09 Apr 2020

Swedens first position trademark registered

Since October 1st 2017, it has been possible to apply for new types of trademarks within the European Union, such as multimedia, sounds, motion pictures, holograms and position trademarks. The same changes to the Trademark Act came into force in Sweden in on January 1st, 2019. Now the first position trademark, i.e. where to place its mark on the product, has been granted and registered in Sweden by the Swedish Patent and Registration Office.

First to get a granted and registered position trademark was Candy People AB, a distributor of confectionary. Their trademark is placed in the upper left corner of the candy bags.

In order for a position mark to be registerable, the position must be perceived by the consumer as a brand.

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