As a large and popular fashion brand you have to monitor all fashion trends. When the designer department has noticed a trend or gets inspired, it is their heavy task to translate these trends as soon as possible in wearable outfits.
H & M is a very popular brand with fashionable clothing and therefore very good in spotting trends in time. Moreover, sometimes they are creating trends themselves with the specially H&M made collections by top designers.
One of the things the designer department of H&M probably has noticed, is the use of the term Elfie Selfie. With Christmas approaching, it is a popular phrase. Perfect for a t-shirt or a sweater, right? But now it appears that the chosen font is very similar to the logo of the blogger Elfi who uses the logo above. Coincidence? H & M says so, but the similarity is striking. Maybe this is not done consciously, but as you so often see, the creative process might be affected at a certain stage.
Time for action? The blogger has not registered her logo as a trademark but can possibly claim copyright protection on the logo. But probably a sorry will be enough. One of the sweaters for free will not do by the way, the blogger thinks the sweater is too “shoddy”.
DOES YOUR TRADEMARK NEED ATTENTION?
Would you like more information about protecting your trademark?