Cheerios yellow box

Is Cheerios yellow a thing?

Is Cheerios yellow a thing? No, not according to the US trademark court office. General Mills, the manufacturer of the ‘Cheerios’ American cereal brand, had spent two years pursuing trade mark protection for the precise shade of sunshine yellow that it uses on its cereal boxes. The US trademark court office, however, denied the company’s…

Photograph of city in China

Trade marks in China: court awards significant damages to US sportswear firm, New Balance

US sportswear firm, New Balance, has been awarded damages in excess of 10 million yuan (roughly £1.2m) by a Chinese court in relation to infringement of its famous “N” logo. The award follows systematic steps taken by Chinese authorities to strengthen national intellectual property laws. The new framework facilitates enforcement of intellectual property rights by…