Explaining the LG Electronics WashTower Trademark Decision

Stacking a washing machine and dryer in a single tower offers a space-saving laundry solution. The name “WashTower” reflects that concept, but raises an important trademark question: can one business exclusively claim such a descriptive name?

Brands are as competitive as technology. The consumer remembers the product by name, and the company holds its own place in the market by name. But if it’s a name that describes a product’s functionality right away, there’s always a debate about whether someone can monopolize it.

On November 12, 2025, the EU General Court delivered its judgment in the WASHTOWER trademark dispute. The decision addresses descriptive marks and the need to keep descriptive terms available for competitors.

Washtower IP BV in the Netherlands registered a composite trademark in 2019 that combines the word “WASHTOWER” with a shape drawn with shields, bulls and vines. The designated goods were “washing and drying cabinets”, i.e. the furniture of the Wash Tower structure, which we speak of today.

LG Electronics sought invalidation in 2020 on the ground that the mark was descriptive. EUIPO and its Board of Appeal rejected the challenge. LG brought an action before the General Court in 2024, and the court ruled in its favor in 2025.

The court considered WASHTOWER directly descriptive of the goods' intended use and configuration.

The combination of “wash” and “tower” immediately communicates the goods' characteristics. The figurative elements were insufficient to overcome that descriptive meaning.

The General Court therefore annulled the challenged EUIPO decision.

The European Union’s Trademark Act has clear standards. A word that expresses the purpose or characteristics of a product is that it cannot be registered as a trademark. It's not just a formal requirement, it's also a philosophical basis for fair competition in the market. The case of LG Electronics Washtower shows very clearly how this principle applies.

A sign is descriptive when it immediately conveys relevant product characteristics to consumers. Keeping such signs available supports competition.

A combination of words and figurative elements can be distinctive as a whole. In this case, however, the decorative elements did not overcome the descriptive meaning of the wording.

A brand name can be as important as technology, but a highly descriptive name is harder to reserve exclusively. The judgment is relevant to LG Electronics' use of WashTower in European marketing.

The case highlights the need to assess distinctiveness when choosing a brand. Businesses should consider names and visual elements that identify commercial source, beyond merely describing a product's function.

Korean businesses can consider invalidity proceedings against descriptive competing marks while designing their own brands to meet the requirements of their target markets.

When designing a composite trademark, it's not just about looking great, it's also about thinking about shapes and structures that can convey a brand's identity.

EUIPO must give effect to the General Court's judgment, subject to any available appeal. The analysis may also inform brand strategy outside the EU, although trademark rights must be assessed separately under each jurisdiction's law.

Meanwhile, LG Electronics is continuing the flow of technological innovation by introducing AI-based laundry and drying solutions at IFA 2025. It is also worth noting how LG Electronics will develop a brand strategy tailored to new technologies in the future.

Trademark is the first language in which a company communicates with the market. No matter how good the technology is, the role of names in meeting consumers in the market is absolutely huge. As with the Wash Tower, a combination of descriptive names, trademarks and international disputes require a combination of legal analysis and strategic thinking.

IPLEX IP Law Firm has expertise in everything from brand naming to trademark applications, invalidation procedures and international litigation response. As the most reliable partner in the growth process, we will present you with a more proactive and strategic IP solution in a changing market environment.