When it comes to the world’s oldest registered trademark, most people immediately recall the iconic red triangle of Bass Brewery. This symbol, etched in British industrial history, was famously registered in 1876, the very day the UK instituted its formal trademark registration system. Legend has it that a Bass employee camped outside the registrar’s office on New Year’s Eve to secure this coveted first spot, ensuring that the red triangle would forever mark the Guinness Book of Records as the earliest registered trademark under modern law.
But is Bass really the oldest trademark in the world?
The answer is a fascinating journey into European brewing lore, legal history, and the often-overlooked intricacies of early trademark systems.
Pilsner Bier: The True Pioneer
Long before Bass made its mark, a revolutionary beer was brewing in the small Bohemian city of Plzeň (now in the Czech Republic). In 1842, Burghers’ Brewery (now known worldwide as Pilsner Urquell) registered the trademark “Pilsner Bier” in 1859 to protect its original pale lager, which had been first brewed in 1842. This golden, crystal-clear beer was created by Bavarian brewer Josef Groll using soft water, Saaz hops, and local Moravian barley, pioneering the style of what later became known as pilsner beer, now one of the world’s most popular beer types.
Due to the widespread success of this beer, numerous imitators began using the name “Pilsner,” prompting the brewery to file the trademark. This act of brand protection predates Bass’s 1876 filing by seventeen years, making Pilsner Bier one of the earliest known trademark registrations globally.
Later in 1898, the name “Pilsner Urquell,” meaning “original source from Pilsen,” was also registered to emphasize the beer’s authenticity and origin.
A Different Legal Landscape
Why, then, is Bass often credited as the oldest trademark?
The answer lies in differences in trademark legislation and enforcement across countries in the 19th century. The UK’s 1875 Trademark Registration Act established one of the first formal and centralized registration systems, and Bass clinched the very first registration on January 1, 1876.
On the other hand, trademark laws across continental Europe, including Bohemia, operated under different legal frameworks, often regional or under varied commercial laws. The registration of “Pilsner Bier” was among the earliest attempts to formalize trademark protection in Central Europe, reflecting the brewery’s forward-thinking approach to intellectual property in an era before global treaty systems like the Paris Convention (1883) or the Madrid Protocol were in place.
Why Pilsner Bier’s Trademark Matters
The Pilsner Bier trademark’s significance transcends mere legal technicalities. It represents the dawn of modern branding in the beverage industry and illustrates the early use of trademarks as a tool to protect reputation and regional identity. At a time when intellectual property was still an evolving concept, this registration helped Burghers’ Brewery safeguard its innovation the world’s first pale lager from dilution and imitation.
Furthermore, the story highlights how regional trademarks played a critical role in encouraging quality and authenticity in products as industries transitioned from artisanal craftsmanship to industrial mass production.
The Legacy of Pilsner Urquell Today
Today, Pilsner Urquell maintains its legacy, continuing to brew its flagship beer in Plzeň using the same traditional methods from the 1840s. Its historic trademark remains a testament to its pioneering spirit. The brewery’s commitment to quality and heritage goes hand in hand with the pride in being custodians of arguably the world’s oldest registered trademark.
Meanwhile, Bass Brewery’s red triangle holds a unique place in trademark history as the first trademark registered under a formal national registration system, symbolizing the transition to modern intellectual property law.
Two Historic Trademarks, Two Sides of a History
While the Bass red triangle remains celebrated as the first trademark under modern British law, it is essential to remember the equally historic “Pilsner Bier” trademark that predates it by nearly two decades. Together, these trademarks highlight the complex evolution of brand protection across nations and times.
The story reminds us that trademarks are not just legal tools but repositories of heritage, craftsmanship, and commercial ingenuity. Pilsner Urquell’s “Pilsner Bier” remains a golden beacon of trademark history a compelling story waiting to be told beyond the well-worn tale of the red triangle.
R K Dewan & Co. is a trusted trademark law firm in India, serving clients since 1942. We help individuals, startups, and global companies protect and manage their trademarks with care and clarity. Our trademark attorneys handle registration, prosecution, enforcement, and litigation across India. We also take strong action against trademark infringement and counterfeiting. Our ISO 9001:2015 certified processes ensure high-quality work, while our practical and honest advice helps businesses build strong trademark portfolios in India and internationally.