# Trademark Similarity Case: CARTE BLUE

The applied-for mark consists of “CARTE BLUE,” while the cited mark combines a graphic with “CARTEBLANCHE.” The graphic elements and different lettering distinguish their appearances.

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HOME / NEWS & INSIGHTS NEWS & INSIGHTS Trademark Similarity Case: CARTE BLUE The applied-for mark consists of “CARTE BLUE,” while the cited mark combines a graphic with “CARTEBLANCHE.” The graphic elements and different lettering distinguish their appearances. Trademarks 2023.12.15 published IPLEX 2 min read 2002 Hu 2891 Cited mark Applied-for mark CARTE BLUE [Similarity of the marks] 1. Appearance CARTE BLUE is a word mark. The cited mark combines a graphic: with CARTEBLANCHE. The graphic and differing wording make their overall appearances different. 2. Pronunciation and concept The graphic and wording in the cited mark can be considered separately. Likewise, CARTE and BLUE, and CARTE and BLANCHE, are not inseparably combined and do not create a new concept through their combination. Under the practice of using short names in trade, each mark can therefore be perceived or pronounced by its separate elements. If both marks are shortened to CARTE, they may share its French or English pronunciation. CARTE means “card” in French and “menu, diet or card” in English, so the marks have the same pronunciation and concept when identified by that element. [Decisions] When assessed as a whole, objectively and at separate times, the shared dominant pronunciation and concept could lead to confusion about the source of identical or similar goods. ∙ The marks were therefore considered similar. Read the Korean source This article reflects the information available when it was published. Contact us to discuss your circumstances. Discuss this topic ↗ All articles Related service: Designs & trade marks ↗ Related service: IP disputes & appeals ↗ TALK TO IPLEX Discuss your IP questions We consider your technology and business needs together. ↗ Contact us Newer Trademark Similarity: Summary of a Court Decision ↗ Older Trademark Similarity: Cyber Frontier versus New Frontier ↗ Related insights Trademarks 2026.10.01 TikTok for confectionery: dilution can prevent registration in Korea Korean Patent Court case 2025Heo10379 explains why different goods and later commercial success did not overcome the reputation and distinctiveness of TikTok. ↗ Read article Trademarks 2026.09.30 Can Fear of a Trade Mark Dispute Justify Non-Use? Korean Supreme Court decision 2024후10504 separates an intention to launch from actual use and objective obstacles beyond the owner’s control. ↗ Read article Trademarks 2026.09.29 An App Name: A Mark for Software or for the Service It Delivers? The 010PAY decision, 2025허10405, considers actual transactions, revenue and the proper subject of Korean trade mark scope proceedings. ↗ Read article

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