The contour bottle's 3D trademark

Did you know? Last week in Japan, the Coca-Cola contour bottle was granted registration as a three-dimensional trademark.

When the contour bottle was first created 90+ years ago, one goal was that the bottle be recognizable even in the dark. That’s how it got its famous shape. The recent decision marks the first time that a court in Japan has recognized a package without text or graphics as a 3D trademark – just the bottle, without the famous Coca-Cola script.

In 1977, the contour bottle was granted registration as a trademark by the U.S. Patent and Trademark Office, an honor awarded few other packages.