Allegro wants to register the orange colour as a trademark. It will join Shopee and AliExpress

Allegro has applied to the Patent Office of the Republic of Poland for registration of a specific shade of orange as a trademark – the website reports newshandlowe.pl. What if it works? – Allegro competitors will not be able to use a similar colour in their visual identification. I would not be surprised if the portal started to enforce its rights immediately after obtaining protection – assessed Mikołaj Lech, patent attorney.

The well-known Allegro sales platform wants to reserve the shade of orange: 255/90/0 for class 35 in the Nice classification, i.e. the International Classification of Goods and Services. The platform has already applied for registration of this colour as a trademark to the Patent Office of the Republic of Poland – inform Wiadomościhandlowe.pl.

The consequences can be “very serious”

“However, proving that Allegro should have a monopoly in the e-commerce industry in Poland for a specific shade of orange may be more complicated than in the case of registering other trademarks” – indicates the website. He adds that the registration process may take from several to even several months, and Allegro’s competitors may try to block it.

Mikołaj Lech, a patent attorney, was asked about the consequences of Allegro’s registration of orange. – Very serious in my opinion. Allegro’s competitors will not be able to use a similar colour in their visual identification. I would not be surprised if the portal started to enforce its rights immediately after obtaining protection – he explained in an interview with the portal Wiadomościhandlowe.pl

As he added, Orlen registered a number of trademarks depicting the appearance of its gas stations in the past. – Based on these laws, he forced many competing stations that had too similar painting to be rebranded – emphasised Mikołaj Lech.

Businesses can register colour as a trademark

Companies can reserve not only the logo, but also the colour. For example, Play registered the colour purple as its trademark. Of course, it’s about a specific shade of this colour – in this case it’s about RGB colour code: 72/34/124.

Currently, the orange colour is used by well-known foreign e-commerce platforms, including Alibaba, AliExpress and Shopee. No problem here, as long as they use different shades. So far, Allegro has reserved many marks, incl. orange logo, Allegro Pay, Allegro Smart! and Allegro Lokalnie. Allegro has also obtained protection for its characteristic green parcel pickup as a three-dimensional trademark.

Source: Gazeta

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I am from Denmark but have lived and done business in Poland since the Spring in 2008. I have had a webshop with Scandinavian designed products, and event company in Poland. Today I am a business consultant and b2b IT consultant plus sales agent on the Polish market. I have lived/done business in 3 different cities and in 3 different regions (voivodeships) in Poland. My business network and knowledge about doing business in Poland and about Poland are therefore very big.

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