Walmart is stoutly defending its spark-resembling logo, thought not really against a competitor, which Kanye West’s luxury fashion brand Yeezy isn’t. The retailer says that it is trying to prevent confusion in the market. Walmart says that its logo and Yeezy’s proposed logo are so similar in their design that consumers may mistakenly believe that the two companies are affiliated, a state of things that neither company wants. The U.S. Patent and Trademark Office will have to decide if Yeezy can use its proposed logo over Walmart’s objections.
Many companies are opting for flat, symbol-based logos because they travel well from smartphone screens to laptops to billboards. But this means that they run the risk of inadvertently knocking off other logos on the market.