Louis Vuitton's "Chequerboard Saga" Comes To An End

In an EU decision given on the 19^th of October 2022, the European General Court ("General Court") denied Louis Vuitton's ("LV") trademark claim of its white-and-blue Damier Azur pattern, for failing to persuade the court that its chequered pattern had acquired distinctiveness through use across all members of the EU territory.

Back in 2015, two particular decisions dated 21^st April 2015 (T359/12 & T-360/12), moved to cancel two of LV's most notorious trademarks in connection with their brown and beige, and light and dark grey chequerboard pattern marks. The General Court noted that these trademark registrations were "basic and banal" as well as "lacked distinctive character", which consequently resulted in such cancellation – an indisputable blow for the brand.