Piaggio has just been granted a 3-dimensional trademark for the Vespa Primavera, meaning the familiar shape is protected from copycat manufacturers.
A 3D Trademark has previously been granted to Coca-Cola for the shape of its bottles and to Toblerone for its triangular packaging, now Vespa joins the club. Piaggio Group (PIA.MI) released a press release yesterday after being granted protection by the European Union Intellectual Property Office EUIPO).
Three-dimensional
The EUIPO approved the application for registration of the three-dimensional trademark for two-wheeled vehicles and for scale models, recognising the distinctive character acquired by the shape of the Vespa Primavera.
It noted that the Vespa is “A scooter that has been on the market since 1946, whose public reputation, renown and perception extend well beyond the borders of the European Union”; a fundamental principle already established by the General Court of the European Union, which had previously recognised the distinctive character of the shape of the Vespa LX.
Future Proof?
In its ruling EUIPO clarified a point concerning future changes to the Primavera, stating that future updates do not affect its protection “As the model to which the application refers may be regarded as an evolution of preceding models, while retaining their distinctive features.”
Confirming the iconic nature of the shape, the ruling concludes by stating that “Vespa has been present on the market not only in the European Union but throughout the world for over 70 years. This long-standing use has made it an icon in the motorcycling sector, to such an extent that the target consumers immediately recognise it as indicative of a specific commercial origin. Although the design has undergone some changes over the years, the modifications have not altered its essential characteristics or its distinctive core.”
Copycats
Italians take copycats and counterfeiters very seriously. In the past, many scooters (unsurprisingly of Chinese origin) have been forcibly removed from the halls of the EICMA show after complaints by Piaggio. This latest 3-D trademark will offer the brand a little more protection, in Europe at least.
