PIX Recognized as a High Renown Trademark by the BRPTO

The Brazilian Patent and Trademark Office (BRPTO) have recognized PIX as a trademark with High Renown status — the highest level of protection available under the Brazilian trademark system. The request was filed by the Brazilian Central Bank in March 2025, in relation to the composite mark “Pix powered by Banco Central”, culminating in the granting announced in June 2026. 

What does this recognition mean? 

Highly renowned trademarks are those whose reputation extends beyond their original market segment, being widely recognized by the general public and associated with attributes such as trust, quality, and prestige. 

Therefore, such trademarks benefit from enhanced protection across all fields of activity, mitigating the principle of specialty that governs trademark protection. In practical terms, this prevents third parties from obtaining registrations for identical or similar signs, even in connection with entirely unrelated goods or services. 

The recognition is recorded by the BPTO for a 10-year period, during which the trademark must be considered in the examination of all new applications. This status may be renewed upon submission of updated evidence demonstrating that the trademark continues to meet the requirements of High Renown. 

Key effects: 

Although it significantly strengthens protection in both administrative and judicial spheres, High Renown status is not absolute:

• prior rights and legitimate pre-existinguseremain preserved.

• from a litigation perspective, the status facilitates the demonstration of infringement, particularly with respect to dilution, confusion, or undue association, including among non-consumers.

Why is this case relevant? 

The recognition of PIX is particularly noteworthy as it constitutes the first trademark linked to the Brazilian Federal Government to achieve High Renown status, evidencing not only the widespread recognition of the payment system but also the strategic value of its brand in the market.