Ready for the Series Finale? Preparing for the UKIPO’s Discontinuation of Series Marks

Back in April, the UK Intellectual Property Office (UKIPO) announced that it will discontinue applications for series trade marks as part of its wider transformation programme. The change will take effect with the launch of the UKIPO’s new digital trade marks service, expected in Autumn 2025. The date is yet to be confirmed, but could be as soon as September.    

This means that brand owners will soon be unable to file multiple variations of a similar trade mark in one application for a single fee. But what does this mean for trade mark owners and applicants?   

As explored in more detail throughout this article, trade mark applicants should:

• Make any new series mark applications as soon as possible, before applications are discontinued in Autumn.
• Carefully plan future trade mark filing strategies, keeping in mind that they will no longer be able to benefit from the cost and administrative efficiencies of series marks.
• Consider: is it worthwhile to file multiple variations of the same mark considering factors such as budget, objectives, trade mark use, and enforcement strategy? Which variations should they prioritise? 

Find out more below. 

What are series marks? 

Under the current series mark framework, applicants can file up to 6 variations of a trade mark under one application for a single fee, providing the differences between each variation are minor. Variations might include a logo in different colours, different word spacing or capitalisation, or small stylistic differences, like in the below examples:

From Autumn 2025, series mark applications will be discontinued, meaning that each individual variation would need to be filed as a separate mark, with a separate fee.

Why are series marks being discontinued? 

The UKIPO believes, in response to its recent consultation, that discontinuing series marks will simplify trade mark applications, minimise confusion (as to what counts as a series mark), reduce delays and objections, and tackle potential misuse. The change will also bring the UK more closely in line with international practice, as series marks are uncommon in most jurisdictions.  

What are the implications? 

• The good news is that existing series marks will remain valid, and applicants can file for new series marks right up until the new digital service is launched in Autumn. This means that parties wishing to make new series mark applications should do so as soon as possible, before applications are discontinued.
• Going forward, costs will increase for applicants registering multiple variations of a sign (e.g. a logo in different colours). Each variation will need to be filed individually, with a fee payable for each mark, and parties will no longer benefit from a single series mark renewal.
• When registering logos, parties should carefully consider whether to file in black and white/greyscale, colour (or multiple colour variations), or both. Similarly, parties should assess whether each potential version of a mark (which might include very minor modifications) are worth registering, in view of their proposed use of the mark(s), budget, objectives, and enforcement strategy.