Registering Pattern Trademarks In China: Distinctiveness Challenges And Strategic Recommendations

Fashion houses have long favoured repeating geometric motifs and interlocking-letter patterns as trademarks. Louis Vuitton's monogram and Damier canvases (see Figures 1 and 2), Burberry's checkered pattern and TB monogram (see Figures 3 and 4), Gucci's interlocking “G” pattern (see Figure 5) and Tommy Hilfiger's overlapping "TH" (see Figure 6) are all classic examples.

Figure 1. Louis Vuitton monogram

Figure 2. Louis Vuitton Damier canvas

Figure 3. Burberry checkered pattern

Figure 4. Burberry TB monogram

Figure 5. Gucci's interlocking-G pattern

Figure 6. Tommy Hilfiger TH pattern

This design technique – two or more letters or elements combined through artistic overlapping repetition – is known in the fashion industry as “monogram”. As the examples above show, many brands have their own unique monogram, simple yet highly recognisable, and use it liberally across their entire product range, from bags to clothing to accessories and footwear.