Jägermeister is attempting to block the newly designed Milwaukee Bucks logo as the German-based alcohol company believes it’s too similar to their logo design.
Jägermeister filed an application to the U.S. Patent and Trademark Office in an attempt to prohibit the Bucks from using their new logo, according to the Wisconsin BizTimes. Jägermeister claims the similar logos could cause confusion and lessen the ‘distinctive quality’ of the brand. They further claim all ownership rights and interests in trademarks for “names containing a deer head design and has used those marks for a variety of goods and services, including entertainment.” The Bucks filed a trademark on their logo back in April 2015.
Here’s the logos side by side, per the Wisconsin BizTimes.
Jägermeister says the Bucks knew about the trademark and acted “in bad faith” with malicious attempt to create “a false suggestion of connection or association with (Jägermeister).” I’m not sure why an organization valued at more than half a billion dollars needs to copy any design, but that doesn’t disqualify them from potential trademark infringement.
There are similarities between the logos, as both are the heads of 12-point bucks in a circle, on first glance, but, I don’t see infringement nor would be confused between either design. There’s no cross, no shimmering lines, and the bucks designs are distinctly different. Jägermeister’s buck looks realistic, while the Bucks looks like a StarFox 64 character. But, if Jägermeister owns the rights to deer head designs in the fields mentioned above, there’s a case to be made.
It hasn’t been a good week for pro sports teams and trademark requests. Just weeks after announcing their logo, the Vegas Golden Knights had their trademark request denied on similar grounds, after the College of Saint Rose claimed it infringed upon their logo.
The organization has until January 17 to respond to Jägermeister’s application. Considering Milwaukee redesigned their home court with the new logo, I’d expect them to challenge. If the challenge is accepted, the Bucks will need to undergo another redesign.
