{"id":8012,"date":"2026-01-15T13:52:35","date_gmt":"2026-01-15T11:52:35","guid":{"rendered":"https:\/\/agentiatas.ro\/blog\/trenduri-in-materie-de-marci-in-anul-2026\/"},"modified":"2026-01-21T18:55:25","modified_gmt":"2026-01-21T16:55:25","slug":"trenduri-in-materie-de-marci-in-anul-2026","status":"publish","type":"post","link":"https:\/\/agentiatas.ro\/en\/blog\/trenduri-in-materie-de-marci-in-anul-2026\/","title":{"rendered":"Brand trends in 2026."},"content":{"rendered":"<p>The year 2025 confirmed, at European level, a clear evolution in the way trademarks are approached: from simple protection titles, to strategically managed legal assets. EUIPO practice and recent case law have highlighted an increased attention to distinctiveness, use and coherence in the exploitation of the trademark, reflecting a maturation of the protection system.<\/p>\n<p>Against this background, 2026 is expected to be a year of consolidation of these directions. Trends indicate a more sophisticated use of legal instruments, a closer integration of the trademark into the business strategy and a continuous adaptation to digital realities. For rights holders, the emphasis is shifting from simple registration to intelligent and long-term brand management.<\/p>\n<p>Consolidating the trademark as a visual asset: the increasingly important role of figurative trademarks<\/p>\n<p>A clear trend, visible both at OSIM and EUIPO levels, is the increased emphasis placed on figurative trademarks. In a commercial environment dominated by rapid visual communication, logos, distinctive graphic elements and coherent visual identity are gaining increasing strategic importance.<\/p>\n<p>Figurative marks offer, in practice, a higher degree of legal flexibility, being easier to differentiate and more resistant to refusals or conflicts based on descriptiveness. For 2026, a clear preference is emerging for protecting brands through combinations of verbal and figurative elements, which strengthen the distinctiveness and defensibility of the brand.<\/p>\n<p>The emergence and normalization of multimedia marks<\/p>\n<p>Against the backdrop of accelerated digitalization, a steady increase in registration applications for multimedia marks is observed, both at OSIM and at EUIPO. These reflect the modern way of interacting with brands, which are no longer perceived exclusively through a name or a static logo, but through complex experiences: sound, animation, movement.<\/p>\n<p>By 2026, multimedia trademarks are no longer an exception, but a natural extension of brand identity for companies active in the digital environment, especially in areas such as technology, entertainment, applications or online services.<\/p>\n<p>Artificial Intelligence and Trademarks: Between Opportunity and Legal Challenge<\/p>\n<p>The use of artificial intelligence in the creation of brands, logos and visual identities is already a reality, and in 2026 this phenomenon will become even more present. From a trademark perspective, AI raises essential questions related to originality, distinctiveness and legal liability.<\/p>\n<p>Although artificial intelligence can speed up the creative process, the final decisions regarding the choice and protection of a trademark remain deeply legal. In practice, signs generated by AI must be assessed with the same rigor as any other trademark, and the risks of similarity or lack of distinctiveness are not eliminated by the use of technology.<\/p>\n<p>The Nice Classification and Adaptation of Protection Strategies<\/p>\n<p>Another relevant aspect for 2026 is the update of the Nice Classification, which brings adjustments regarding the classification of certain goods and services. These changes may influence the filing strategy and expansion of the trademark portfolio, especially for businesses active in dynamic or hybrid fields.<\/p>\n<p>You can read more about the structure of the Nice Classification and the importance of choosing the right classes in our article: Nice Classes Explained \u2013 A Practical Guide for Entrepreneurs and Trademark Owners<\/p>\n<p>Actual Use of the Trademark, Under Increasingly Stricter Scrutiny<\/p>\n<p>Another significant trend is the intensification of revocation actions for non-use. Holders are increasingly in a position to demonstrate real and serious use of the trademark, rather than formal or symbolic use.<\/p>\n<p>Authorities and courts rigorously analyze evidence of use, including its coherence, connection with the registered goods and services, and continuity over time. In this context, the trademark becomes a right that must be constantly exercised, not just held.<\/p>\n<p>Legal clarity and practical benchmarks in 2025: what prepares us for 2026<\/p>\n<p>A defining element for trademark practice in 2025 was the increase in legal clarity at the level of the European Union, in particular through the case law of the General Court of the European Union and the evolution of the examination guidelines issued by the EUIPO.<\/p>\n<p>A prime example is the decision of July 2025 in the Rubik\u2019s Cube case (Spin Master Toys UK v EUIPO \u2013 Verdes Innovations), in which the General Court confirmed the invalidity of three-dimensional trademarks registered for the shape of the famous game cube. The General Court held that the essential elements of the shape in question were strictly linked to the functionality of the product and, therefore, could not be protected as a trademark as they were necessary for the technical result of the product, namely the rotation and straightening of the cube \u2014 the decision underlines the limits applicable to non-traditional trademarks in the European Union.<\/p>\n<p>Pe plan european, 2025 a fost \u0219i un an de referin\u021b\u0103 din punct de vedere statistic. EUIPO a dep\u0103\u0219it pragul de <strong>5 milioane de cereri de m\u0103rci \u0219i desene<\/strong> depuse de la \u00eenfiin\u021bare, confirm\u00e2nd interesul constant al mediului de afaceri pentru protec\u021bia propriet\u0103\u021bii intelectuale. Totodat\u0103, studiile recente realizate de EUIPO \u0219i Oficiul European de Brevete arat\u0103 c\u0103 firmele care de\u021bin drepturi de proprietate intelectual\u0103 \u00eenregistrate ob\u021bin rezultate economice semnificativ mai bune, efectul fiind deosebit de pronun\u021bat \u00een cazul IMM-urilor.<\/p>\n<p>\u00cen acest context, anul 2026 devine cu at\u00e2t mai relevant, cu c\u00e2t <strong>programul SME Fund revine din 2 februarie 2026<\/strong>, oferind sprijin financiar pentru protejarea m\u0103rcilor \u0219i a altor drepturi de proprietate intelectual\u0103. Este un moment oportun pentru antreprenori s\u0103 \u00ee\u0219i consolideze portofoliul de m\u0103rci \u0219i s\u0103 transforme protec\u021bia juridic\u0103 \u00eentr-un avantaj competitiv real.<\/p>\n<p>Pentru asisten\u021b\u0103, reprezentare \u0219i consultan\u021b\u0103 \u00een materia m\u0103rcilor \u2013 fie c\u0103 vorbim despre \u00eenregistrare, administrarea portofoliului, opozi\u021bii, anul\u0103ri sau strategii de protec\u021bie adaptate noilor tendin\u021be din 2026, <strong>Agen\u021bia TAS<\/strong> v\u0103 st\u0103 la dispozi\u021bie:<\/p>\n<p>E-mail: <a href=\"mailto:office@agentiatas.ro\"><strong>office@agentiatas.ro<\/strong><\/a><\/p>\n<p>Telefon: <strong>0745 160 163<\/strong><\/p>\n<p>At the European level, 2025 was also a landmark year in terms of statistics. The EUIPO has exceeded the threshold of 5 million trademark and design applications filed since its establishment, confirming the constant interest of the business environment in the protection of intellectual property. At the same time, recent studies conducted by the EUIPO and the European Patent Office show that companies that hold registered intellectual property rights achieve significantly better economic results, the effect being particularly pronounced in the case of SMEs.<\/p>\n<p>In this context, the year 2026 becomes even more relevant, as the SME Fund program returns from February 2, 2026, offering financial support for the protection of trademarks and other intellectual property rights. It is an opportune moment for entrepreneurs to strengthen their trademark portfolio and turn legal protection into a real competitive advantage.<\/p>\n<p>For assistance, representation and consultancy in trademark matters \u2013 whether we are talking about registration, portfolio management, oppositions, cancellations or protection strategies adapted to the new trends of 2026, the TAS Agency is at your disposal:<\/p>\n<p>E-mail: office@agentiatas.ro<\/p>\n<p>Phone: 0745 160 163<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The year 2025 confirmed, at European level, a clear evolution in the way trademarks are approached: from simple protection titles, to strategically managed legal assets. EUIPO practice and recent case law have highlighted an increased attention to distinctiveness, use and coherence in the exploitation of the trademark, reflecting a maturation of the protection system. Against [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":7974,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[502],"tags":[],"class_list":["post-8012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand trends in 2026. - Agentia TAS<\/title>\n<meta name=\"description\" content=\"Incepand cu luna februarie 2026 se acorda fonduri europene sub forma de vouchere de la EUIPO pentru inregistrarea de marci la OSIM sau EUIPO\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/agentiatas.ro\/en\/blog\/trenduri-in-materie-de-marci-in-anul-2026\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand trends in 2026. - 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