New types of marks available after the European Union Trade Mark Reform An Analysis in the light of the U.S. Trade mark law Ribeiro da Cunha Inês Randakevičiūtė-Alpman Jurgita This article analyzes one of the novelties brought about by the European Union trade mark reform; i.e. the removal of the graphic representation requirement opening opportunities to register new types of marks at the European Union Intellectual Property Office. In this article, the legal requirements for the registration of the non-traditional trade marks under the legal frameworks of the European Union and the United States of America are discussed and the new provisions of the European Union trade mark law on the representation of trade marks are assessed. EU trademark regulation US trademark non traditional trademarks trademark representation 340 periodical academic journal JIPITEC 10 3 2020 375 397 2190-3387 urn:nbn:de:0009-29-50326 ribeiro da cunha2020