#optimaltrademark

logo_proximusBelgian Telecom operator Belgacom has received a cease and desist letter from Optima, an asset manager over an allegedly similar logo of Belgacom’s brand Proximus.

Proximus unveiled their new logo last week. In the logo the letter “x” is prominently displayed by a stylized “hashtag”, the #-symbol.

Optima was not amused, claiming the logo was confusingly similar to their corporate logo that has been in use for years.

“Optima demands that Proximus/Belgacom modifies its logo in such a manner that there is no more likelihood of confusion.”, says an Optima spokesman.

Belgacom has a clear opinion about the matter: “We are not going to stop using it.”

Belgacom states that both companies are active in a totally different field of business and that, therefore, there is no confusion between the logos.

We agree with Belgacom. The marks are not that similar. But the most important element, “similar services”, is not present in this case. No similar services, no confusion. Simple.

Erwin Hauër

“Hoop is geen strategie.”

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