Hey Labelers! We’re talking about a recent legal feud between two brands we never thought we’d say in the same sentence. However, as we know, whenever trademarking is involved, never say never. 🤷♀️
Kanye West’s infamous clothing brand, Yeezy LLC, is finding itself in some legal hot water. We know the clothing brand as innovative and unique, designing pieces never seen before. However, maybe Yeezy LLC isn’t as unique as we think? 🤔
This year, Yeezy LLC filed a trademark application for the registration of a stylized sunray graphic. ☀️ The logo consists of “eight dotted lines, each comprising three shaded circles, with a total of 24 circles, arranged at equal angles as rays from a sun.” Sound familiar? Well, it is, and Walmart is not too happy about this trademarking news. The superstore argues it looks too similar to the logo it has been using on similar products for over a decade.
Walmart has filed a notice of opposition with the Trademark Trial and Appeal Board and claimed “it will be damaged by the registration of [Yeezy LLC’s] mark” since it has been using a lookalike mark since at least 2007. Walmart continues its argument that Yeezy LLC’s application should be blocked, as there is “no issue of priority.” The superstore often collaborates with celebrities to promote their goods; however, Walmart wants no affiliation with Yeezy LLC as the approval of this application would allude to a partnership. 🙅♀️
If Yeezy is permitted to use the logo, it could confuse the source and origin of the product. Customers that assume a partnership between the two companies could affect both brands’ reputations. Trademarking and the use of similar logos seem to be a consistent issue across marketing and branding. Is this the future of creativity? 🤔
What’s your take on this legal battle? What branding and marketing efforts need to change to prevent this from happening? Let us know in the comments below! 👇
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