
Aadrikaa Legal Services (ALS)- Law I Litigation I Arbitration
Date: 04.11.2026
Delhi High Court Rejects Bare Refusal of Slogan Trademark Application

This Short Article has been prepared & written by Advocate Ravi Shekhar Jha-Delhi High Court, New Delhi. The views expressed are based on his interpretation of the law. He can be reached at his email id intelconsul@gmail.com .
The Delhi High Court held that the slogan βWHAT DO YOU SEE?β could function as a trademark and set aside its refusal because the Trade Marks Registry gave no adequate reasons to treat it as non-distinctive or descriptive.
Background of the dispute
A Dot Limited applied to register βWHAT DO YOU SEE?β as a trademark for goods and services in Classes 16, 25, 26, 41 and 45. These classes broadly cover items such as printed matter, clothing, lace and embroidery-related goods, education and entertainment services, and certain personal or legal services.
The Trade Marks Registry refused the application in December 2018. Its stated basis was Section 9 of the Trade Marks Act, 1999, which bars registration of marks that are:
- devoid of distinctive character; or
- exclusively descriptive of the kind, quality, purpose, or other characteristics of the relevant goods or services.
Although the refusal order also referred to Section 11, which concerns conflict with earlier trademarks, the accompanying grounds did not explain any such objection or identify conflicting marks. The Court therefore confined its review to the Section 9 objections.
Why the Court disagreed with the refusal
The Court found that the Registry had not provided a reasoned basis for concluding that βWHAT DO YOU SEE?β lacked distinctiveness or described the applicantβs goods and services.
The phrase is made up of ordinary English words, but that alone does not make it unregistrable. The Court treated it as a tagline or slogan capable of operating as a source identifier, provided it does not directly describe the relevant products or services.
In ordinary use, βWhat do you see?β is a question inviting a personβs perception, interpretation, opinion, or observation. It does not describe the time, quality, quantity, intended purpose, or another characteristic of the goods and services covered by A Dot Limitedβs application. As a result, the phrase was not inherently descriptive in the way Section 9(1)(b) requires.
The Court also noted its earlier view that slogans and taglines should be assessed like word marks when a trademark application is examined.
Additional factors considered
The decision records that A Dot Limited had obtained registrations for the identical mark in jurisdictions including the United States, the United Kingdom, and Israel. It also noted that an Indian device mark containing the same phrase as a tagline had already been registered.
These facts did not replace the statutory analysis under Indian law, but they supported the conclusion that the phrase was capable of functioning as a trademark.
The Courtβs directions
The High Court allowed the appeal and issued the following directions:
- Set aside the refusal order and statement of grounds.
- Direct the Trade Marks Registry to process the application.
- Require advertisement of the mark within three months.
- Preserve the right of third parties to oppose, with any opposition to be decided independently on its merits.
- Limit protection to the complete phrase βWHAT DO YOU SEE?β used as a combination of words.
- Deny exclusive rights in the individual words βWHAT,β βDO,β βYOU,β or βSEE?β separately. This limitation must be reflected in the Trade Marks Journal if the application proceeds to registration.
Key legal takeaway for trademark applicants
This ruling reinforces that a slogan cannot be rejected merely because it consists of dictionary words. The relevant question is whether, in relation to the specified goods and services, the phrase directly describes their characteristics or is incapable of distinguishing one traderβs offerings from anotherβs.
For brand owners, the decision is particularly useful where a proposed mark is a short tagline, question, or expressive phrase. A clear explanation of how the phrase functions as a badge of commercial origin, coupled with evidence of use or registration where available, can help address objections based on lack of distinctiveness or descriptiveness.
At the same time, the case illustrates an important limitation: registration of a phrase may protect only the phrase as a whole, not the ordinary words within it.
The outcome preserves room for others to use common words fairly and independently while allowing the combined expression to proceed through the trademark-registration process.
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Source: Delhi High Court
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