Adweek: Cheerios’ Failed Case for Yellow Shows Why It’s So Hard for Brands to Trademark Colors

Throughout advertising history, several brands have successfully trademarked certain color combinations. However, according to a recent article in Adweek, this is not always the case. General Mills attempted to trademark the color yellow for its Cheerios packaging and was denied.

"These nontraditional trademarks like product shape and color are just not seen by consumers as trademarks, so you have to go out and prove that the public has come to recognize these things as marks. It’s a high burden, so you start behind the eight ball," said attorney John Welch.

The decision comes after two years of the brand working to secure the trademark. Despite the court's rejection, the brand remains dedicated to the protecting the yellow box and will return to the drawing board to work towards its goal.