At last count, over 120 trademark applications have been filed in the French trademark office for the phrase "JE SUIS CHARLIE." Included is an application by Joachim Roncin who is a graphic designer in Paris who claims that he is the true creator of the now ubiquitous phrase and the graphic design (shown to the left) of JE SUIS (white) above CHARLIE (gray) on a square black background.
The French trademark office, the INPI, issued
a press release (in French) saying that it has rejected over 50 registrations based on a "lack of distinctiveness" in the phrase. Translation: (into both English and plain non-legalese language), the phrase, "JE SUIS CHARLIE", does not qualify for trademark protection since the phrase is "too general" and not associated with (or identify) a specific origin (originator, owner) of goods or services. As reported by a colleague,
Amy Cahill of a sister publication of
OP-IP,
Trademarkology, in her article
"Lawyers Make Good Lovers", it is not always so easy to secure trademark protection for slogans and phrases. Examples of registered trademark phrases/slogans which are associated with a good or service include "You deserve a break today" and "i'm lovin' it" both for McDonald's and "JUST DO IT" for Nike.
Although JE SUIS CHARLIE may miss the mark for trademark protection, Joachim Roncin has other intellectual property protection avenues to pursue. For example, the JE SUIS CHARLIE logo (shown above) is entitled to copyright protection for the artistic expression of the layout, e.g. the white font JE SUIS over gray CHARLIE on black square background. In addition, design registration (e.g. European design registration (OHIM) and U.S. design patent protection) may be available to cover the design if applied to a specific article of manufacture or product.
Hershey's was concerned that if Briton-made Cadbury chocolate, made with a different recipe, were imported into the U.S., Americans would be confused and mislead by two different chocolate experiences. As the U.S. trademark licensee of Cadbury, Hershey's believes that two different tasting chocolate would negatively affect its licensed intellectual property. 
