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Federal Patent Courtroom'due south determination reversedBeiersdorf'south color NIVEA Blue recognized as a trademarkOn 9 July 2022 the Federal Supreme Court of Federal republic of germany reversed a 2022 decision made by the Federal Patent Courtroom. The instance was about the deletion of the registered color trademark, NIVEA Blue. At the instigation of a competitor the Federal Patent Court ordered the removal of the color trademark from the High german trademark register. The example will now begin at the Federal Patent Courtroom again.

Since 1925, the color NIVEA Blue, as information technology is used on the legendary bluish NIVEA Creme tins, has stood for the make values of NIVEA – trust, closeness and careBeiersdorf welcomes this determination by the Federal Supreme Court, which regards the color as a trademark and not only as a decorative background. "Since 1925, the color NIVEA Blue, as it is used on the legendary blue NIVEA Creme tins for example, has stood for the brand values of NIVEA –  trust, closeness and care. It is the confront of the brand and the foundation for the global pattern linguistic communication of NIVEA products. Its wide use over a long menstruum and across the brand portfolio has ensured that consumers around the world acquaintance the characteristic blue with the accented highest skin care competence. For this reason we volition spare no efforts in protecting the iconic color image besides as all other brand and design rights," says board member, Ralph Gusko.

In the over 100-year history of the NIVEA brand the iconic blue has played a decisive part. In 1925 it was introduced by Beiersdorf's caput of advertizement at the time, Juan Gregorio Clausen, in order to adapt the design of the NIVEA Creme tin to the modern zeitgeist. The previous tin can was still oriented on the Art Nouveau style popular at the plough of the century. Perhaps Clausen intuitively chose the colors of the sea and the sky because he was a onetime 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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