The logo changed by 3ce in 2015.

South Korea 3CE changed the global brand LOGO to the current triangular version and used the name of its parent company Stylenanda. In 2015, South Korea's 3CE's trademark application was rejected. In desperation, South Korea's 3CE had to abandon the original English "3 concept eyes" logo and applied for a new 3CE triangle logo in order to distinguish it from the Chinese 3 Concept Eyes.

In 2017, 3CE also entered Sephora in China under the localized name "Sanxi Jade", but the brand's reputation and market performance were not as expected. Even so, the new logo was still imitated.

The reason why 3CE changed its logo

3CE changed its logo because in 2012, Wuhan Landa Cosmetics Co., Ltd. (now Shanghai Fenlan Cosmetics Co., Ltd.) registered 3 CONCEPT in China The trademark of EYES scrawled in English is exactly the same as the previous Korean brand name and is still used today.

As a result, 3CE was forced to change its logo. After several years of exhausting "anti-counterfeiting" and repeated lawsuits over trademark issues, 3CE Sanxiyu finally won the final judgment of the trademark infringement lawsuit.

The Beijing Higher People’s Court decided to reject the plaintiff’s appeal and upheld the original judgment of the first instance of the Beijing Intellectual Property Court, that is, the 3CE Sanxi Jade trademark, a brand owned by the L’Oreal Group, and the “3CE” trademark registered as a domestic counterfeit, in terms of text composition, There is no obvious difference in the call and overall appearance.

And because they cause confusion among consumers as to the source of the goods, the two also constitute similar trademarks used on similar goods. The court ruled that the domestic counterfeit “3CE” trademark was declared invalid.