1. 

EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Meaning — Criteria for assessment

(Council Regulation No 207/2009, Art. 7(1)(b))

(see paras 16-19)

2. 

EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Figurative mark Hamburg BEER COMPANY

(Council Regulation No 207/2009, Art. 7(1)(b))

(see paras 23, 25-28, 44, 49, 56)

3. 

EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of any distinctive character — Trade mark made up of several elements — Possible for the competent authority to examine each of the elements making up the trade mark — Scope of protection of the mark

(Council Regulation No 207/2009, Art. 7(1)(b))

(see paras 31, 32)

4. 

EU trade mark — Decisions of the Office — Legality — Examination by the EU judicature — Criteria

(Council Regulation No 207/2009)

(see para. 54)

5. 

EU trade mark — Decisions of the Office — Principle of equal treatment — Principle of sound administration — EUIPO’s previous decision-making practice — Principle of legality — Need for a strict and complete examination in each particular case

(Council Regulation No 207/2009)

(see para. 55)

6. 

EU trade mark — Definition and acquisition of the EU trade mark — Refusal of registration based on one of the absolute grounds for refusal set out in Article 7(1) of Regulation No 207/2009 — Whether sufficient

(Council Regulation No 207/2009, Art. 7(1))

(see para. 58)

1. 

The action is dismissed as manifestly lacking any foundation in law.

2. 

Hamburg Beer Company GmbH shall pay the costs.