Charles D. Yuska, president and CEO, PMMI

Federal Patent Court's determination reversedBeiersdorf's colour NIVEA Blue recognized as a trademarkOn 9 July 2022 the Federal Supreme Courtroom of Germany reversed a 2022 conclusion fabricated by the Federal Patent Court. The case was most the deletion of the registered color trademark, NIVEA Bluish. At the instigation of a competitor the Federal Patent Court ordered the removal of the color trademark from the German trademark register. The example will now begin at the Federal Patent Courtroom once again.Since 1925, the color NIVEA Blueish, as it is used on the legendary blue NIVEA Creme tins, has stood for the brand values of NIVEA – trust, closeness and careBeiersdorf welcomes this decision past the Federal Supreme Court, which regards the color equally a trademark and non merely equally a decorative groundwork. "Since 1925, the color NIVEA Blue, every bit it is used on the legendary blueish NIVEA Creme tins for example, has stood for the brand values of NIVEA –  trust, closeness and care. It is the face of the brand and the foundation for the global design language of NIVEA products. Its wide employ over a long period and across the brand portfolio has ensured that consumers around the earth associate the characteristic blue with the absolute highest pare care competence. For this reason we will spare no efforts in protecting the iconic color image equally well as all other brand and design rights," says board member, Ralph Gusko.

In the over 100-yr history of the NIVEA brand the iconic bluish has played a decisive role. In 1925 information technology was introduced by Beiersdorf's head of advertising at the time, Juan Gregorio Clausen, in order to adjust the pattern of the NIVEA Creme tin to the modern zeitgeist. The previous tin can was nevertheless oriented on the Art Nouveau style popular at the turn of the century. Perchance Clausen intuitively chose the colors of the bounding main and the sky because he was a old sailor. Today the entire global design of NIVEA is oriented on the blue brand identity, which offers very high recognition value.

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