I saw an interesting picture these days of 2 logos standing next to each other (see below).
Although the colours and design concept were different, the overall look implied a similar brand identity: an apple standing for the idea of “freshness”. The first logo, belongs to Australian largest supermarket chain Woolworths (over 780 stores) and its counterpart logo - to Apple.
Woolworths changed its logo in 2008 as part of a rebranding to link its commitment to fresh food, insisting that the logo represents the letter “W”, rather than an apple. Still, when put together, the apple image would most probably come first.
Which was Apple’s response? They have now applied to IP Australia, the national body that regulates intellectual property (cited by Telegraph.co.uk), to have Woolworths' trademark rejected. The claimed motive leads to few differentiating features.
Moreover, Apple fears that the supermarket chain could place its logo on own-brand electronic equipment, which might be sold in direct competition to iPhones, iPods and Apple computers.
On the other hand, despite its cool image Apple is also known for being excessively aggressive when it comes to its trademark protection. Thus, it was involved in a 30-year legal spat with Apple Corps, the company set up by The Beatles to represent their interests. That issue has only been solved 2 years ago.
So has Apple any reasons for concern? What would you say? Btw, the Australian Woolworths has no connection to the failed UK retail chain of the same name.
Thanks to my Twitter pals for posting the related news links: Telegraph (http://ow.ly/tkoE), TG Daily (http://ow.ly/tkqP), Mashable (http://ow.ly/tkrd).
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