Vespa protects its iconic design as a trademark
29. 10. 2026.Following the celebration of 80 years of Vespa, Piaggio recently announced that EUIPO, the European Union Intellectual Property Office, has registered a three-dimensional trademark that legally protects the distinctive shape of the Vespa Primavera model. With this move, Piaggio has further strengthened the protection of a design that has become instantly recognizable among two-wheeler enthusiasts around the world over the years.
How does product shape protection work?
As reported by Forbes, a three-dimensional trademark is a form of intellectual property protection that can apply to the distinctive appearance of a product, its packaging, or another three-dimensional element. For this type of protection to be granted, it is not enough for a product to simply look different from competing models. Its appearance must also be recognized by consumers as an indication of origin, meaning that they associate it with a particular brand.
In the case of the Vespa Primavera, its long-standing presence on the market and the recognizability of its distinctive design played a key role. Vespa has been around since 1946, and over the decades, its appearance has become part of the brand's identity, recognized far beyond the borders of Europe.
What does this decision mean for Vespa's design?
Protecting a product's shape does not mean that all scooters with rounded bodywork or similar construction are prohibited for other manufacturers. The protection applies to the specific design recognized as a distinctive protected mark, within the scope of the legal protection granted.
This decision demonstrates how important design can be to a product's identity. When customers can recognize a model even without a visible logo or manufacturer name, its appearance becomes much more than an aesthetic detail, it becomes part of the brand's value and reputation.
The Vespa Primavera 125 is also available from our agency
Vespa's distinctive design is best appreciated on the road, rather than just in a photograph. The Vespa Primavera 125 is also available through Queen rent a scooters. This model combines Italian character, timeless styling, and the practicality of an automatic transmission. If you want to experience this classic on the streets of Montenegro's cities, rent a scooter in Tivat and discover Vespa from a rider's perspective, not just as an admirer of its design.
Source: Forbes
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