T-Mobile making AT&T Inc (NYSE:T) go purple over “magenta”

Posted by Lacee Page August 29, 2013 0 Comment 6432 views


T-Mobile is suing AT&T Inc (NYSE:T) for using its trademarked color. The lawsuit is actually against Aio Wireless, an AT&T subsidiary. T-Mobile has alleged that AIO is using its trademarked magenta color to brand its new services. T-mobile says that this could confuse customers as color plays an important part in marketing and branding.

Customers associate a particular color with a certain brand and specifically if it is something as distinct as the magenta that T-mobile uses, it might pose to be an issue. The formal complaint read that despite the fact that Aio knew that magenta is T-mobile’s trademarked color, of all the colors of the spectrum, it used the color magenta to promote and advertise its own wireless services. Aio doesn’t use the AT&T orange-colored coverage map. Instead, it is using a magenta-colored coverage map that is very similar to the one that T-Mobile uses.

Later, a T-Mobile spokesperson said that AT&T has been trying to piggyback on the success that T-mobile has. He went onto say that this lawsuit has been filed to stop the company in its tracks on this front and to ensure that the T-Mobile’s powerful and well-recognized magenta network is protected

Interestingly, this is not the first time that the magenta-branded company has tried to stop others from using this color. The question that a lot of people are asking is – what exactly is the T-Mobile magenta? It’s not a specific shade and could cover an array of hues. As a matter of fact, a survey showed that T-Mobile itself had used various shades of magenta for its advertising. So maybe, if and when the case goes to trial, it will have to prove that AT&T used the exact same composition that it uses and then maybe it will win a vote in court. Till then, It will have to just scream off the rooftops and hope that customers and the market notice the difference between the two magenta’s.


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Lacee Page is our White House and political campaign reporter. Lacee also covers justice and national law enforcement issues and congressional reporter focusing on the outputs of the legislative process: government spending, agency regulation and congressional oversight. Lacee received a national Edward R. Murrow for spot news award and the regional Associated Press award for best newscast. Lacee attended Riverview High School near Coshocton, and graduated from Ashland College in Ashland, Ohio with a Bachelor of Arts degree in Communications.

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