“Juan Valdez” has been declared as notorious.
The Superintendence of Industry and Commerce (SIC), the highest authority of Trademarks in Colombia, declared by the Resolution Nr. 49475 dated August 23rd 2013 “Juan Valdez” as a well-known Trademark; providing and extending the status of “special trademark”.
A high renowned mark is considered like that, if it is recognizable for most people. The quality, reputation and prestige are taken into consideration, in addition to having the ability to attract consumers with its own presence.
According to the SIC statement: “the sign Juan Valdez is well-known nationally, excellently positioned, with a great commercial trajectory, prestige and a good reputation”.
In 1959, the National Federation of Colombian Coffee Growers, created a character called “Juan Valdez” to promote Colombian coffee around the world. It’s a Trademark with a highly distinctive capacity and has been declared as “well-known” in the European Union, Spain and in Costa Rica.
In December 2012, Arriero Café Bar Restaurante S.A.S. requested the registration for the sign “Arriero Café” as mixed mark, to which the National Federation of Colombian Coffee Growers presented an opposition; arguing that there was lack of distinctive elements in the images that would probably create confusion between the trademark “café Colombia” and “Juan Valdez”.
Source: www.sic.gov.co (Superintendencia de Industria y Comercio – SIC)