Cheerios’ Failed Case for Yellow Shows Why It's So Hard for Brands to Trademark Colors

General Mills' defeat illustrates one of branding's trickiest tasks

The countdown to Brandweek is on! Join us, Sept. 12-16, to identify new growth opportunities, solve challenges and connect with power players. View the lineup and secure your pass.

It’s bad enough for General Mills that Americans have been losing interest in breakfast cereal for the past decade or more, but the brand got more bad news last week when the Trademark Trial and Appeal Board rejected its application to trademark the use of yellow on Cheerios boxes.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in