# Trademark Similarity Case Analysis: iSeum

The applied-for mark consists of “iSeum.” The cited mark combines a graphic element with Korean and English wording, including “SEUM MEDIA CO. LTD.” The marks differ significantly in their graphic elements, scripts and number of letters.

Source: https://www.iplexlaw.co.kr/en/blog/972319

HOME / NEWS & INSIGHTS NEWS & INSIGHTS Trademark Similarity Case Analysis: iSeum The applied-for mark consists of “iSeum.” The cited mark combines a graphic element with Korean and English wording, including “SEUM MEDIA CO. LTD.” The marks differ significantly in their graphic elements, scripts and number of letters. Trademarks 2023.12.20 published IPLEX 3 min read 2003 Hu 69 Applied-for mark Cited mark iSeum [Similarity of the marks] 1. Appearance The application is for the word mark iSeum. The cited mark includes a graphic: The other mark combines a graphic with Korean wording identifying Seum Media Co., Ltd. and the English words “SEUM MEDIA CO. LTD.” arranged vertically. The marks differ substantially in their graphics, the types of characters and the number of letters, and are therefore not similar in appearance. 2. The Pronunciation Although iSeum has no space, the lowercase i and capital S visually separate the elements i and Seum. The letter i was widely used as an abbreviation for information or internet in business names and marks. It therefore had little or no distinctiveness for the goods, allowing the applied-for mark to be pronounced by Seum alone, as “Se-eum” or “Se-um” in Korean. The cited mark's graphic and wording were separable. Corporate designations and MEDIA were non-distinctive or weak for the goods, leaving SEUM and its Korean equivalent as the dominant element, pronounced “Se-eum.” The marks therefore had identical pronunciation when iSeum was pronounced “Se-eum,” and similar pronunciation when it was pronounced “Se-um.” [Decisions] Assessed as a whole, objectively and at separate times, the marks were similar because their dominant pronunciations were identical or similar. Use on identical or similar goods could cause confusion as to source. 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 New Book: Strategies for PPS Excellent Product Designation ↗ Older Trademark Similarity: A Review of a Court Decision ↗ 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

- https://www.iplexlaw.co.kr/en
- https://www.iplexlaw.co.kr/en/blog/category/trademark
- https://www.iplexlaw.co.kr/forum/view/972319
- https://www.iplexlaw.co.kr/en/contact
- https://www.iplexlaw.co.kr/en/blog
- https://www.iplexlaw.co.kr/en/ip-solutions/trademark#related-insights
- https://www.iplexlaw.co.kr/en/ip-solutions/disputes#related-insights
- https://www.iplexlaw.co.kr/en/contact
- https://www.iplexlaw.co.kr/en/blog/987087
- https://www.iplexlaw.co.kr/en/blog/971126
- https://www.iplexlaw.co.kr/en/blog/brunch-case-1782
- https://www.iplexlaw.co.kr/en/blog/brunch-case-1782
- https://www.iplexlaw.co.kr/en/blog/brunch-case-1776
- https://www.iplexlaw.co.kr/en/blog/brunch-case-1776
- https://www.iplexlaw.co.kr/en/blog/brunch-case-1771
- https://www.iplexlaw.co.kr/en/blog/brunch-case-1771