The WIPO-administered Madrid system for the international registration of marks is an international procedural mechanism that offers trademark owners the possibility to obtain protection for their marks in several countries, by simply filing one application through their national office. The granting of protection in each country that is designated in an international registration, including those of marks incorporating slogans, is determined by the corresponding national trademark office, in the light of the applicable legislation.
The Madrid system allows for the international registration of various types of marks, among them, those resulting from the combination of letters or words, which – of course – include the possibility of registering slogans. Slogans registered using the Madrid system include, for example,
* “Have it your way,” registered by the Burger King Corporation to distinguish hamburgers, steak and fish sandwiches and other related products;
* “Chesterfield: Être absolument femme,” (Chesterfield: Be absolutely woman) registered by DIM to distinguish, among others, ladies' lingerie;
* “We’re talkin’ serious”, registered by Ford’s Foods, Inc. to distinguish sauces and salsa used in cooking or with chips;
* “Style on skin,” registered by Lacoste to distinguish, clothes, footwear and head wear;
* “Longines l’élégance du temps depuis 1832,” (Longines, time elegance since 1832) registered by the Longines Watch Company to distinguish watches and chronometric instruments; and
* "Passionate about creativity,” registered by LVMH Moet Hennessy Louis Vuitton to distinguish various clothing and accessories products. -WIPO