“Effec-tiv” Leadership Creation, Organization Development and Training Ltd submitted Israel Trademark Application Number 23991 shown alongside for Education in class 41.
The text of the mark in the Assyrian text that is printed in blue on the stone says “Leadership from Genesis”. The slogan alongside states “To learn from the past and to lead into the future”.
The From Genesis Spiritual Social Organization (M’Bereshit) opposed the mark under Section 24 of the Trademark Ordinance 1972 and regulations 35-46 of the 1940 regulations. A response was filed on 24 June 2012 wherein the Applicant stated that it would not stand for their right to the trademark registration. The Opposer filed their evidence and the Applicant did not file counter evidence.
As the Applicant had both stated that it would not defend the mark and had failed to submit counter-evidence, the mark is considered abandoned and no costs are awarded.
Ruling by Adjudicator of IP, Ms Yaara Shoshani Caspi re Israel TM Application Number 232991 “M’Breshit”
As the Applicant decided not to fight this, it is reasonable to consider them as having abandoned the mark. However, As Julie Andrews sang in the Sound of Music “Start at the very beginning. It’s a very good place to start”. The M’Breshit organization may be doing laudable work, but that does not mean that they deserve a monopoly for the opening word of the Bible. In modern Hebrew usage From Genesis is somewhat like back to basics, or ABC and, to my mind, the rock and text makes a nice logo that seems to me to be imminently registerable.