02/06/2026
Intellectual Property Law is always interesting.
The has ruled that similarities in trademark or logo designs that may confuse purchasers prevent the registration of later marks, even if new words are added.
In a Decision written by Associate Justice Ramon Paul L. Hernando, the SC’s First Division granted Starwood Hotels & Resorts Worldwide, LLC’s (Starwood) consolidated petitions and reversed the Court of Appeals’ (CA) rulings allowing the registration of Oceanic Empire Limited’s (Oceanic) marks.
Oceanic filed to register the trademarks “𝐖 𝐆𝐋𝐎𝐁𝐀𝐋𝐂𝐄𝐍𝐓𝐄𝐑” and “𝐖 𝐅𝐈𝐅𝐓𝐇 𝐀𝐕𝐄𝐍𝐔𝐄” and had earlier secured registration for “𝐖 𝐓𝐎𝐖𝐄𝐑.”
Starwood, owner of several registered "𝐖” trademarks for hotels and entertainment services, opposed the applications and sought the cancellation of the “𝐖 𝐓𝐎𝐖𝐄𝐑,” arguing that Oceanic’s marks were confusingly similar to its trademarks.
Starwood argued that Oceanic would benefit from the popularity and reputation of its brand and that this would mislead the public into believing that Oceanic’s business was connected with Starwood.
Ruling in favor of Starwood, the SC explained that trademark protection prevents confusion of goods and businesses, and that only the likelihood, not actual proof, of confusion is required. Each case must be assessed based on the resemblance of the marks and the relatedness of the services.
Under the 𝗗𝗼𝗺𝗶𝗻𝗮𝗻𝗰𝘆 𝗧𝗲𝘀𝘁, emphasis is placed on the dominant or most striking features of the marks rather than on minor differences.
In this case, the SC ruled that "𝐖" is the dominant feature of both Starwood’s and Oceanic’s marks. While Starwood’s "𝐖" is registered as a word mark, the Court clarified that Starwood cannot claim the letter "𝐖," but only its distinct stylized version.
The Court stressed that purchasers would immediately notice the similarity between the parties’ "𝐖" marks. It held that minor textual differences do not change the fact that both use the same style, which looks visually similar.
The SC thus directed the Director of the Bureau of Trademarks to deny Oceanic’s application for registration of trademark, and to grant Starwood’s petition for cancellation of the “𝐖 𝐓𝐎𝐖𝐄𝐑” mark.
Read the full text of the Press Release at https://sc.judiciary.gov.ph/?p=166975.
Read the full text of the Decision at https://sc.judiciary.gov.ph/?p=164983.
Copying of this content is subject to the SC PIO’s Credit Attribution Policy: https://sc.judiciary.gov.ph/credit-attribution-policy/.