A Puma is not a Jaguar. Or is it?

Car company Jaguar has objected to sports company Puma’s logo. Jaguar considers it too similar.

Beginning this month Jaguar has filed a suit against a new trademark application filed by Puma in the United States.

So why are these two fighting, you say? The companies and their respective logos have been coexisting for many years, right? True. But now Puma filed for a trademark application for baby buggies, boats and motorized golf carts. And Jaguar considered this to be ‘vehicles’. Now, suddenly both animals are similar. At least, according to Jaguar.

It remains to be seen if the US courts agree. Is a jaguar confusingly similar to a puma? What do you think?

Erwin Hauër

“Hope is not a strategy.”

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