U.S. companies selling products or offering digital experiences in Europe should take note of the latest stage of EU design reform. As of July 1, 2026, the modernized European Union design framework is fully operational, with new filing formats and examination rules that may affect how businesses protect physical products, interfaces and animated features.
One of the most visible changes is that the European Union Intellectual Property Office can now accept design representations using video and 3D files. Applicants are no longer limited to static images when those images do not adequately show how a design looks or moves.
The EUIPO has already published its first registrations using the new formats. The first video-based registration covers an animated graphical user interface for a mobile game. The first 3D registration protects a dice tray with a mobile phone holder and allows the product to be viewed from multiple angles.
Initial use has been limited but immediate. During the first half of July, the EUIPO received 37 filings using video and 20 using 3D representations, alongside more than 4,300 applications using static views.
Why the new formats matter
The representation filed with the EUIPO defines the design for which protection is sought. Choosing the right format is therefore a substantive portfolio decision, not merely a filing preference.
Video may be useful for animated interfaces, transitions and visual movement that cannot be captured accurately in a series of still images. A 3D model may provide a more complete view of a physical product whose overall appearance is difficult to communicate from a limited number of angles.
The new rules also impose important limits. Each design must use one type of visual representation. An applicant generally cannot combine static images with a video or 3D model in the same design filing. Static applications may contain up to 10 views, while dynamic or animated representations use a single file.
Applicants should also consider whether a video or 3D filing will support protection outside the European Union. Other jurisdictions may not accept dynamic or animated representations or may treat them differently for priority purposes. A format that works well before the EUIPO may not translate cleanly into a coordinated international filing program.
For global portfolios, the strongest approach may involve planning EU and non-EU filings together rather than selecting the EU format in isolation.
Updated examination guidance
The EUIPO’s 2026 examination guidelines also took effect on July 1. The updated guidance reflects the new rules governing design representation, filing requirements and Office practice.
A sufficiently clear representation is now central to securing a filing date. Visual disclaimers may identify features for which protection is not sought, but they must be used consistently. The new system also provides for fully electronic communication with the EUIPO.
These requirements make filing preparation especially important. A sophisticated format will not strengthen protection if the representation is unclear, inconsistent or broader than the design the company can support.
Why is this important?
Many Minx Law clients operate across consumer products, technology, entertainment, fashion and other industries in which visual design contributes directly to brand value. The reform creates new opportunities to protect features that have traditionally been difficult to capture, including animated interfaces, digital transitions and products best understood in three dimensions.
It also creates a reason to revisit existing portfolios. A company may have older registrations covering static versions of products or interfaces that have since become interactive, animated or more visually complex. New EU filings may help close those gaps where the current commercial design is no longer fully represented by the existing registration.
Businesses preparing an EU launch should consider:
- Whether the product’s value lies in a static appearance, movement or a complete three-dimensional form.
- Which format most accurately defines the protection being sought.
- Whether separate filings may be appropriate for static and animated features.
- How an EU filing will coordinate with U.S. and other international applications.
- Whether existing registrations still reflect the designs customers encounter today.
The availability of new formats does not mean every applicant should use them. The goal remains to represent the design clearly and secure protection aligned with the company’s commercial plans.
For Minx Law clients, the reform is relevant because global design strategy is becoming better equipped to protect the way products are actually experienced. Companies with significant visual assets should review those assets before a European launch, product redesign or international portfolio expansion.
