Lacoste loses crocodile logo battle with dental firm
By Staff, brandrepublic.com, Thursday, 03 January 2008 10:50AM
LONDON - Lacoste, the French sportswear brand, has lost a second court case to prevent a Gloucestershire dental surgery from using a crocodile as its logo.
The Dental Practice, based in Cheltenham, has been using a crocodile logo since the mid-1990s but only ran into trouble when it tried to register the logo in 2004.
It was then that Lacoste's lawyers said that it feared The Dental Practice logo could be confused with the famous Lacoste crocodile and that the confusion could harm its business.
According to reports, The Dental Practice's dentists represented themselves at the first hearing over the case, which was held in May 2007 at the Intellectual Property Office in Newport. The judge found in favour of the dentists that time, but Lacoste appealed the case.
That appeal has also now been defeated. One of the dentists who defended the practice, Dr Simon Moore, said that Lacoste's approach had been "very much using a sledgehammer to crack a nut".
Moore told The Times: "We were very surprised such a big international company would feel threatened by one town dental practice."
Lacoste has been told to pay £1,000 towards The Dental Practice's legal costs after the first hearing, and a further £450 following the appeal.
This article was first published on brandrepublic.com
- Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
- Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
- Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
- Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
- Freelance Account Handling, London Blue Skies Marketing Recruitment £150 - £250 per day, London
- Macmillan defends hijacking ice bucket challenge
- Comparethemarket.com first UK brand to run Facebook Premium Video ads
- Game Of Thrones actress stars in online Karen Millen campaign
- Twitter launches learning hub for agencies
- Guinness Africa launches 'made of black' campaign with Kanye West ad
- Uncle Ben's launches YouTube cooking show