Single color trademarks in transitioning jurisdictions: An exportable EU–U.S. comparative framework applied to Georgia

Authors

  • Vasili Karseladze Caucasus International University, Georgia

Abstract

In 2024 Georgia abolished the graphic-representation requirement for trademarks, rendering single-color (color-per-se) protection legally feasible and aligning the jurisdiction with a broader turn toward non-traditional marks. This article argues for a cautious, competition- and consumer-sensitive pathway to recognizing color marks, developed through a comparative EU–U.S. doctrinal analysis and an implementable evidentiary protocol. Substantively, it synthesizes standards on representation (advocating an “EU clarity + U.S. evidence” model: exact coded hue plus fixed locus/extent of use), acquired distinctiveness/secondary meaning (registration conditioned on nationally representative, color-only surveys with documented error bounds), and functionality (a robust screen combining utilitarian and a structured three-step aesthetic functionality test focused on psychological pull, socio-cultural salience, and non-reputation competitive advantage). The paper further proposes a two-tier consumer benchmark—average consumer at registration; informed consumer for scope and enforcement—to minimize spillover into adjacent hues and preserve essential competitive space. Addressing long-run risks of color depletion and constraints on creative freedom (notably in fashion), the article translates doctrine into concrete administrative guidance for Georgia—survey thresholds, municipal-level representativeness, precise identification, and tailored disclaimers—while offering an exportable framework for similarly transitioning jurisdictions.

References

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Published

2025-10-20

How to Cite

Karseladze, V. (2025). Single color trademarks in transitioning jurisdictions: An exportable EU–U.S. comparative framework applied to Georgia. International Journal of Economic Perspectives, 19(10), 148–163. Retrieved from http://ijeponline.org/index.php/journal/article/view/1195

Issue

Vol. 19 No. 10 (2025)

Section

Peer Review Articles
Copyright & Licensing

Copyright (c) 2025 Vasili Karseladze

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