H&M filed an opposition against the French trademark application HMM ! in class 25. On April 9, 2008, the Court of Appeal considered the signs as similar.
The Court denied a potential conceptual difference and retained the phonetic resemblances due to the spelled pronunciation of the contested mark as « H-M-M » and not « Hmm ».
As short trademarks are regarded as different when only one letter is changing, the solution deserved to be mentioned.