EU trademark: protecting your brand across the European Union

What is an EU trade mark?

A trademark is a sign that customers use to identify your products or services and distinguish them from competitors. For example, it can be a name, a logo, a slogan, a colour, the shape of a product or even a sound.

The European Union Trade Mark (EUTM) is a single trade mark valid in all 27 EU Member States. With a single application, you gain protection in a market with almost 500 million potential customers.

From a practical point of view, it is an effective and strategic brand protection tool, suitable not only when you operate throughout the EU, but also if you do business or plan to do business only in certain Member States.

For many companies, the EU trademark is also one of their most valuable assets.

What signs can be EU trademarks?

An EU trade mark can take many forms, including:

• a word mark (e.g. VOLVO);
• figurative (figurative) mark (logo, graphic elements, stylized font);
• combined mark (word + graphics).

Basic conditions for registration

In order to be registered, an EU trade mark must meet the statutory conditions, in particular:

• must have sufficient discriminatory power, i.e. j. be capable of distinguishing the goods or services of one undertaking from those of other undertakings;
• it must not be descriptive, i.e. it must not directly describe the type, characteristics, quality, purpose or other characteristics of the goods or services (e.g. the label ‘Quality shoes’ for footwear);
• shall not be identical or confusingly similar to an earlier trade mark for the same or similar goods or services.

The existence of earlier registered trademarks as well as unregistered signs (e.g. trade names) are among the most common reasons why applications are challenged in opposition proceedings or later become the subject of litigation.

A thorough search of already registered and applied for trademarks, as well as unregistered signs before filing an application, is therefore crucial to minimize the risk of rejection of the application, filing of oppositions by third parties or the need to change the mark in the future.

What protection does an EU trade mark provide?

By registering an EU trade mark, the proprietor of the trade mark obtains in particular:

• the exclusive right to use the trademark for registered goods and services;
• the right to prohibit third parties from using identical or confusingly similar signs (including domains);
• an effective tool against counterfeiting, copying and unfair competition;
• being able to enforce your rights through the courts across the EU;
• strengthening the brand’s credibility with business partners and investors.

Why register an EU trade mark?

• EU-wide protection: by registering an EU trademark, the owner gets protection in all 27 Member States with a single application;
• Long-term certainty: the EU trademark is valid for 10 years with the possibility of unlimited renewal.
• Saving time and costs: a significantly more cost-effective solution than registering in individual countries.
• Safe brand entry in other EU Member States: certainty and stability when entering new markets.
• Strong protection against misuse: prevents imitation, unfair competition and parasitism on your brand.

€700 grant to register trademarks in the EU or worldwide also in 2026

Also in 2026, a grant of up to EUR 700 is available to reimburse registration fees:

• when registering a new EU trade mark, or
• when extending an existing trade mark outside the EU.

Grants are awarded on a limited basis and only until the available funds are exhausted. In 2025, the funds were already exhausted during the 2nd quarter. We encourage you to apply as soon as possible to maximize your chances of receiving a grant.

What can the grant be used for?

The grant is used solely to offset registration fees (not to pay for legal services):

• within the EU: reimbursement of up to 75% of registration fees,
• Outside the EU (expansion): up to 50% of registration fees refunded.

How can we help you?

We will be happy to provide you with a complete service, including:

• obtaining and using a grant of EUR 700;
• expert assessment of the registrability of an EU trade mark;
• searches for conflicting trademarks;
• preparation and filing of the application with the EUIPO.

Protect your brand before someone else starts using it.

Contact us and we’ll be happy to walk you through the entire process from assessment to registration:

E-mail: vladimir.gadus@highgate.sk

Phone: +421 949 210 042