Judgment of the General Court (First Chamber) of 8 May 2024.#The Not Company SpA v European Union Intellectual Property Office.#EU trade mark – Application for EU figurative mark NOT MILK – Absolute grounds for refusal – No distinctive character – Descriptive character – Article 7(1)(b) and (c) of Regulation (EU) 2017/1001 – Obligation to state reasons – Equal treatment – Principle of sound administration.#Case T-320/23.