Elzaburu once again among the best firms in Spain in various categories of Industrial and Intellectual Property. The Leaders League ranking places us as a Leading Firm and highlights the work of our professionals in the categories of: – Copyright and Design: Javier Fernández-Lasquetty, Mabel Klimt and Antonio Castán – Trademark registrations: Luis Baz – Trademark litigation: Antonio Castán – Patent registrations: Patricia Salama – Patent litigation: Antonio Castán We are also recommended in Technology, with a special mention to the work of our managing partner Mabel Klimt. Congratulations to the entire Elzaburu team and especially to our clients who trust our work, effort and dedication day after day.
[vc_row][vc_column][vc_column_text] In a very well-known passage from our most universal work, Don Quixote de la Mancha, our friend Sancho said to himself: “I have seen this my master through a thousand signs that he is a complete madman, and even I also do not stay behind him, because I am more stupid than him, because I follow him and serve him, if the saying is true that says: "Tell me who you are with, I will tell you who you are", and the other one of "Not with whom you are born, but with whom you make peace. It is enough to know who one goes with or who one sleeps with to guess the way of being, of thinking and, why not, even the political sign itself. We are in times of electoral campaigns, once again. Politicians, word games, demagogic promises and… the increasingly careful staging, in which color also seems to play a relevant role, have entered the scene. To the blue of the PP, the red of the PSOE, the orange of CUIDADANOS and the purple of PODEMOS, now the green of VOX is added. Traditionally, blue - a cold and conservative color, related in the political spectrum as an identifier of the right and conservatives - has been linked, according to experts in color psychology, with professionalism, stability, credibility, trust and even with loyalty, security and perseverance. Red - a warm and emotional color generally used in politics by left-wing and liberal forces - has always been considered representative of vitality, aggressiveness, passion and enthusiasm, energy and action. Orange - a warm, sociable and friendly color that in politics has been linked to different political ideals, although very usually with Christian Democratic parties - is related to joy and youth, temperance and sobriety, while representing optimism. , enthusiasm, creativity, modernity and stimulation. Purple - a cold and deep color linked in the political sphere with feminist movements - has proven to be related to mystery, magic, melancholy and dignity, extravagance and criticism, as well as wisdom and power. (not in vain was it the color of the clergy and nobility). In the last decade, these have been the four colors that have enlivened our political scene and that we all associate with one acronym or another. But in recent months, the color green, the color of nature and therefore of environmental movements, has emerged strongly -and never better said-. The psychological properties of green - a cold color - may be a bit paradoxical with what it represents in our current political environment; It is a refreshing, calming and reassuring color (in fact, it is the color of hospitals and surgeons' clothing), which is mainly associated with stability, balance, tolerance and sensitivity, which symbolizes security. and the hope. The psychological aspects of color are very present in our daily lives, although we are not aware of it. They play an important role in the world of marketing, advertising and design. In the professional environment in which I operate, that of the protection and defense of brands, color has recently adopted a very important role, I would say transcendental. Companies seek to differentiate themselves not only with the products they sell or the services they provide, but also through their identification with one color or another, which they try to protect - not always with the same luck - as a brand. In the world of telephony, blue is the color of TELEFÓNICA, orange of ORANGE, red of VODAFONE and purple of ONO and YOIGO; In the banking sector we all associate blue with BBVA and SABADELL, red with SANTANDER, green with BANKIA and orange with BANKINTER or ING; In the insurance sector, red is MAPFRE or LÍNEA DIRECTA, blue is probably PELAYO or MUTUA MADRILEÑA, and orange is VERTI; in the chocolate, the red is NESTLÉ and the purple is MILKA. However, this psychological association of colors with brands is not always complete, since it is normally linked to the name or other graphic elements, without which consumers would not be able to recognize or deduce the origin of the products or services. An isolated color has no distinctive character for any product or service, except in exceptional circumstances; those cases in which the applicant can demonstrate that the mark consisting of a color is unusual, that it is striking in relation to the specific products or services or that it has acquired a distinctive character as a consequence of the use that has been made of it, is That is, it is capable of distinguishing certain products and services from those of other companies. These are very specific cases, such as the European Union trademark consisting of the color lilac or purple for chocolate registered by Kraft Foods, or the registration by Deutsche Telecom of the color magenta for telecommunications services, or the registration by 3M of the yellow for sticky notes, or red for Hilti rotary hammers, or Chep's record of blue for pallets. The most common thing is, however, that these registration attempts do not succeed. The aim is to prevent unjustified monopolies on color shades from occurring, which could ultimately generate an unjustified competitive advantage for its owner to the detriment of new merchants. Some cases of trademark denial within the European Union are the red of Banco Santander and the blue of BBVA in the banking sector, or the orange of Orange and the blue of Telefónica in the telecommunications sector. In the field of politics, the psychological perception of colors and their association with one or another...Read more
Main developments in the reform of the Spanish Trademark Law. Source: Elzaburu Brochures Author(s): Elzaburu, Luis Baz Baz [Show News]
ELZABURU has deposited with the SPTO the first movement trademark in Spain, the ELZACLOUD sign, which identifies the Firm's legaltech project. Accessible at: https://elderecho.com/elzacloud-la-nueva-legaltech-elzaburu-ya-primera-solicitud-registro-marca-movimiento Source: El Derecho Author(s): Luis Baz Baz [Show News]
Guide that sets out the legislation and practice followed in Spain for the registration and protection of three-dimensional trademarks. Presented by the Spanish Group of the AIPPI Accessible at: http://aippi.org/wp-content/uploads/2018/05/2018_ES_Study_Question_Registrability_of_3D_trademarks_2018-05-09.pdf Source: AIPPI Study Report: Registrability of 3D trademarks Author(s): Luis Baz Baz
The partner of ELZABURU, Luis Baz, and the associate partner, Miguel A. Medina, analyze the new features introduced by the new preliminary draft of modification of the Spanish trademark regulations. Published by Tirant lo Blanch Source: Actualidad mercantil 2018, pp.315-333 Author(s): Luis Baz Baz, Miguel Ángel Medina González