W. L. Gore & Associates Inc. are proud of their reputation for waterproof outer clothing Gore-tex.
They filed Israel trademark applications Nos. 209978-20980 for the slogan “Guaranteed to Keep you Dry” in classes 9, 24 and 25 for clothing, textiles, shoes and gloves.
Current guidelines regarding slogans is that they should be treated like any other trademark and registerable if they serve as an indication of the source of goods. The Applicant argued that the slogan was not used in advertising campaigns, but was attached to the goods by a label, and thereby served as a trademark.
Deputy Registrar of Trademarks Ms Jacqueline Bracha rejected this argument and considered the word mark to be devoid of any redeemable feature, however she did allow a stylized graphic mark to be registered.