Australia’s largest retailer, Woolworth, recently unveiled their new logo and Apple has, well, an issue with that. According to Apple, the new logo is far too similar to theirs and they are prepared to fight tooth and nail to prevent Woolworth’s trademark application from being approved by Australia’s federal government.
It’s not just the similarity that’s the problem; it’s the fact that as the nation’s largest retailer, Woolworth would be plastering the new logo on everything, which at this point, already includes electronics and mobile phones. Since computers aren’t a distant leap from those markets, Apple is most concerned about direct competition.
Whether this move by Woolworth was planned or accidental, their claim is that the logo is a stylized “W”. That much aside, it’s clear that the logo is reminiscent of an apple and even more likely that it came up during development. The question is this: is it a morally and ethically gray area to design a logo that could be perceived as generating direct competition within a market category? If it was intentional, should designers speak up if they feel their work could be at odds with an ethical copyright issue? Your website design Orang County team thinks that logos should be unique and dissimilar to any competition in the same market. Partially to avoid any legal entanglements, but mostly to ensure that companies have the opportunity to stand out in the crowd and not be confused with anyone else. What do you think?