Yonex Wins Landmark Colour Trademark in Japan After Five-Decade Brand Journey

In a world where brands compete relentlessly for visibility, few victories are as significant as winning exclusive legal rights over a colour. This month, Yonex -- the global badminton leader -- achieved exactly that.

 

The Japan Patent Office (JPO) has officially recognised Yonex’s signature blue-and-green combination (Pantone 2935C and 355C) as a registered colour trademark for badminton shuttlecocks. The decision not only strengthens Yonex’s brand identity but also establishes an important precedent for non-traditional trademarks in Japan.

 

A Journey That Began Nearly 50 Years Ago
 

Although the legal process formally began in 2019, the roots of this victory stretch back to the 1970s. For decades, badminton professionals, enthusiasts, and spectators have seen one unmistakable visual on the court: the bold blue-green bands surrounding Yonex shuttlecocks.
 

Over time, this consistent visual identity became synonymous with quality and performance. Translating that cultural recognition into legal distinctiveness, however, required extensive proof.

 

From Rejection to Triumph
 

Yonex filed its colour-mark application in September 2019.
In 2022, the JPO rejected it, arguing that the colours lacked inherent distinctiveness and failed to show sufficient consumer recognition.

Many companies might have let the matter rest -- but Yonex persisted. During appeal, the company strategically limited the application to shuttlecocks, the product most closely associated with the colour scheme. That decision proved pivotal.
 

What Turned the Case Around?
 

The Appeal Board reassessed the evidence, which demonstrated:

• Almost 50 years of continuous use:
  Yonex has applied the same colour scheme on its shuttlecocks since at least 1976 -- a level of consistency few brands can claim.
• Global visibility in elite tournaments:
  Yonex shuttlecocks have featured prominently at major events, including the Olympics and World Championships.
• A commanding 70–80% market share for 11 straight years:
  Such dominance reinforced consumer association with the colours.
• Consumer surveys confirming recognition:
  More than half of respondents (56–58%) immediately linked the colours to Yonex, proving acquired distinctiveness.
   

Collectively, the evidence showed that the colours were not mere decoration, but a genuine indicator of origin. The Appeal Board overturned the rejection, and on 21 October 2025, the colour mark was officially registered.
 

Why This Decision Matters

 

This development is more than a legal win -- it is a strategic milestone for branding.

• It strengthens protection for non-traditional marks such as colours, shapes, and design elements.
• It enhances Yonex’s ability to combat counterfeit products.
• It demonstrates how long-term, consistent visual identity can evolve into a legally protectable trademark.
• It may encourage other companies to explore the hidden value of their own brand elements.

Crucially, Yonex’s win did not stem from the uniqueness of the colours themselves -- but from the meaning the company built around them over decades.
 

A Win That Speaks to the Future of Branding
 

As markets grow more crowded, brands are looking for innovative ways to differentiate themselves. Yonex’s victory shows that with persistence, consistency, and strong evidence, even a colour combination can become a powerful, legally protected asset.

It’s a milestone not only for Yonex, but for the broader world of intellectual property -- where creativity, reputation, and identity continue to reshape the boundaries of brand protection.

 

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