UW sues over similar W logo

Looking for a print version?
Simply use your browser’s ‘Print’ command and a printer-friendly document will be generated automatically.

Related Stories:

• University of Wisconsin developing new logo (December 12, 2001)
• UW settles logo lawsuit with WU (September 17, 2008)
• ASM bylaw to clarify press office role (September 25, 2008)
• UW alumna makes space flight (June 26, 2002)
• Community members see State Street designs (November 14, 2003)

Also by Logan Jaffe:

• Citizen journalism to the extreme (May 1, 2008)
• Party founder remembered after tragic, 'ironic' death (April 23, 2008)
• Badger setting chess standards (March 24, 2008)
• Bikini boot camp: They don't actually work out in bikinis, but hope to fit into them by spring break (February 18, 2008)

Sharing Tools:

E-mail this article:

Your e-mail address:

Recipient e-mail address:

Optional message:

Share on:

• Facebook
• Digg
• Newsvine
• reddit
• StumbleUpon
• delicious
• Google
• Yahoo! My Web
• BlogMarks
• Linkroll
• Simpy

• Spurl
• Connotea
• Fark
• Feed Me Links

• Magnolia
• BlinkList
• Sphere
• LinkedIn

• Furl
• Technorati
• AddToAny
• Permalink

by Logan Jaffe

Wednesday, December 5, 2007 00:24

After six years of negotiations, the University of Wisconsin is pursuing legal action against Washburn University for infringement of UW's trademark "Motion W" logo.

The Board of Regents filed a lawsuit last week stating Washburn must refrain from using the symbol, recall all infringing products and compensate UW for all sales involving the logo.

During the past six years, Washburn has repeatedly agreed to change its logo, but UW officials said Washburn has instead expanded its use. The logo adopted by Washburn has a motion "virtually identical" to UW's, the university believes, but in the color blue.

"The law says if we allow anyone to use [the logo] without complaint, we lose protected status despite what color it is," said Casey Nagy, special assistant to Chancellor John Wiley. "We never threatened [Washburn], and we always intended to minimize their financial harm. We just want to protect our mark."

Washburn University is a public, four-year institution in Topeka, Kan., with about 7,200 students. The logo is used in the school's athletic department and is featured on uniforms, the football field, basketball court and a wide variety of merchandise.

According to Nagy, UW went through a detailed search to make sure no other institution had a similar logo. The logo has not changed since it was trademarked in 1990 with the national Collegiate Licensing Company. Washburn's logo was trademarked in 2000, he added.

"A W is a W is a W," said Dena Anson, Washburn's director of university relations. "We were just kind of puzzled by the suit when the litigation started. It's just our opinion that the W's are not the same. Ours is blue."

According to Anson, Washburn's logo has edging for a border and straight edges, while UW's has a shadow and more curvy lines. To Nagy, the different colors of the logos are insignificant because from a university perspective, the issue is what the symbols stand for.

"The Motion W is emblazed at center court in the Kohl Center, in the middle of the football field and on every jersey worn by student athletes, not to mention on half the T-shirts sold around here," Nagy said. "People have an association with the Motion W with the University of Wisconsin."

The Motion W has been used to promote UW educational and athletic goods and services since 1929. When the symbol was officially trademarked, its use was specified for "clothing, namely T-shirts, sweatshirts, sweaters, jackets and headwear," according to the lawsuit. UW also owns state of Wisconsin registrations for the logo, including souvenir items, written materials, buttons, banners and advertisements.

"Undoubtedly, the logo is part of both Washburn's and Wisconsin's identity, but it's not like either of us have been using it for over 50 years," Anson said. "These things change with time and styles that are popular."

According to Nagy, the lawsuit has nothing to do with money. If the Motion W were lost, UW would still sell other products with Wisconsin logos. It's about what people identify the university with, he said.

"I believe that [people] who associate the Motion W and UW would object to the dilution of that value by seeing Motion W in literally hundreds of different contexts that didn't have to do with the university," Nagy said. "It's exactly that impact that we're concerned about."