Judgment of the General Court (Third Chamber) of 12 June 2024.#Amstel Brouwerij BV v European Union Intellectual Property Office.#EU trade mark – Invalidity proceedings – EU figurative mark ULTRA – Absolute ground for invalidity – No distinctive character – Article 7(1)(b) of Regulation (EC) No 40/94 (now Article 7(1)(b) of Regulation (EU) 2017/1001) – EUIPO’s Guidelines for examination.#Case T-170/23.