The UKIPO has announced it’s scrapping the option to file multiple similar marks in one go, a popular shortcut that many brand owners and IP pros have relied on for years.

So, what exactly is a series mark? Simply put, it lets you bundle up to six closely related versions of a mark – think different colours, small tweaks, or spelling variations into one application and pay a single fee. Any differences between the marks in a series are only as to matters of a non-distinctive character not substantially affecting the identity of the trade mark.

But towards the end of 2025, this will no longer be possible.

Why the change? The UKIPO wants to simplify the system and reduce confusion, especially for people filing without representation. 

They’ve found the current series system causes delays and extra objections because what counts as a “series” isn’t always clear (to those filing).

What does this mean for brand owners and representatives?

For brand owners it means making some strategic decisions:

• Especially those juggling logo variants, do you file in black and white or greyscale to try and cover all colours?
• Do you file separate applications for each version you care about?
• What’s worth protecting – and what’s not?

We may see a rise in multiple single applications, especially for brand identities that rely on colour or small visual tweaks.

And for us, UK representatives, this change could affect filing strategies. This also hits a filing tactic that’s been quietly useful for years – testing the waters on marks that are borderline distinctive. Previously, applicants might file both a word mark and a slightly stylised version as a series, hoping the stylised version would carry them through if the plain word got objected to (and they would not want to spend on fighting such objections). One fee, some cover, and a fallback if needed.

In a sense, the UKIPO have become fed up of people fudging the system in this way and getting two trade marks examined for the price of one. While partly understandable, they could have adopted a different approach and retained series.

The end of series marks will mean more individual trade mark filings, which could drive up costs for brand owners. 

Long-term, this shift could move UK filing practice closer to global norms.

What about existing and pending series marks?

Good news – any series marks already registered will stay valid and unaffected. Pending applications filed before the abolition date should also be processed under the current rules. However, after the cutoff (in September 2025 at the earliest), no new series applications will be accepted, so if you want to file under the current system, now’s the time to act.

If you’re a brand owner or looking to embark on your trade mark journey, you’ll need to get strategic. Should you protect all your logos in colour(s) or in black and white? File separate applications for every variant? Decide which versions are truly worth it? Expect more applications, more fees, and more careful planning.

But you don’t have to do this alone. At Stobbs, we will help you navigate this new landscape.

Let’s make sure you’re ready for the future of UK trade mark filing.