The LogoSauce Blog
Apple challenges new Woolworths logo
Attorneys for Apple have begun a legal response against the largest supermarket chain in Australia over a logo the electronics company says is too similar to its own iconic trademark.
Woolworths Supermarkets announced in August 2008 that it would revamp its corporate branding strategy with a new logo, among other changes.
The Australian company has steered clear of mentioning apples in relation to its new mark, claiming the stylized ‘W’ was been paired with “an abstract leaf symbol” to represent fresh food. But others have noted its similarity to that particular fruit, including a trade publication that has twice compared the logo to a “peeling apple” (1, 2).
Apple, which has a long history of defending its world-famous bitten apple logo, has decided the similarities are a little too close for comfort. At first glance, the chance for confusion between a computer company and a food seller seems remote, but Woolworths’ application asked for a blanket trademark extending even to electrical goods and technology.
“While we can’t rule [computers, musical players, or other devices] out, we haven’t got any plans at the moment,” said a Woolworths spokesman.
The companies’ trademarks could also clash in their respective retail presences. Apple operates an expanding line of international retail stores, while Woolworths is the largest retail company in Australia and New Zealand. And although the latter it is named after the American F.W. Woolworth chain of “five and dime” stores, the two are not related.
Apple will make its case to IP Australia, the federal agency that governs trademarks in that country. Almost one year ago, Apple challenged a Canadian school that used its own apple logo on a storefront with other logos, including Adobe and Microsoft Office, arguing that it could lead to confusion amongst customers expecting one of Apple’s stores.
Seen online at Appleinsider article by Zac Spear
By Digger over 11 months ago.
Comments:
I totally agree with Koko, they are nothing alike. Based on Apples point of view no one can use an apple in their logo, come on, jajajajaja, they trade marked a fruit?
Yeh have to agree Apple are the bully boys here. Although it would help if Wollworths didn’t want to register in every retail category (including computers and electronics).
No doubts they are not similiar at all, and the apple use is very common, maybe this lawyers want to keeps their places. The apple’s apple it’s biten and the apple of the supermarket it’s cut….. but these guys are so smart that they can make judges believe that a mousse is a cat ……so madness
yes its silly.. im the worlds biggest Apple fan, but this is taking it too far!
Clearly the Apple logo is a Mcintosh apple and the Woolworth’s Apple is a Honeycrisp. Very different apples. lol
Different logos, different product/service, different marketspace – I think Apple’s legal department should have consulted with their marketing department before entertaining this challenge as I’m sure it cannot enhance their goodwill in the marketplace.
in my own opinion those 2 logos not even similar at all :P