Too much love to own
17 July 2025
"I love Paris", "I love Pizza". And apparently, so does everyone else. That's why the EU Court of Justice blocked a German company's attempt to trademark the classic "I ♥" logo for clothing last Wednesday.
The firm, sprd.net, wanted exclusive rights by placing the symbol on shirts, labels, and necklines. But judges ruled it wasn't distinctive enough – just a universal expression of affection, not a brand.
 | Thibault Krause Trying to trademark "I ♥" feels like trying to patent smiling or hugging – some things are just too universal. If the court had sided with the German company, we'd risk turning everyday expressions of affection into corporate property. Some symbols connect us all, not just consumers to products. Love, thankfully, can't be owned. |
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