Brandcurve - branding and marketing

Logos, Trademarks and Lacoste

by Susan Gunelius on January 6th, 2008

Lacoste’s alligator logo is extremely well known.  It’s got power as a brand icon, and Lacoste wants to keep it that way.  That’s why the company tried to stop a dental practice in the United Kingdom from registering a logo that used an alligator back in 2004. 

Here is The Dental Practice’s logo:

And here is the Lacoste logo:

The verdict is in and Lacoste lost.  The Dental Practice is allowed to use their alligator logo.  The UK Intellectual Property Office ruled that The Dental Practice’s logo is dissimilar enough (and in a completely different line of business) that there will not be confusion among consumers.

I think I have to agree with the UK Intellectual Property Office on this one.  The alligators look quite different, and I can’t imagine there would be an occasion when The Dental Practice and Lacoste would be advertising or providing products in competing markets.  What do you think?

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POSTED IN: Logos, Trademark