Last Updated Nov 8, 2010 4:40 PM EST
Actually, the whole suit centers on one letter. The "W" at the beginning of each of the companies' names. No joke.
You see, both logos are in italics. Walgreens apparently thinks it owns italics, so it wants to stop Wegmans from using them. For its part, Wegmans says it's reviving a logo from earlier in the company's history.
The real laugh is that at a quick glance, there are at least four things distinctly different about Wegmans' logo compared with Walgreens'.
- Walgreens' classic logo is red, while Wegmans' is black.
- The Walgreens W has a loop in the middle, while Wegmans' does not.
- The upswing at the beginning of the letter starts down low for Wegmans, up high for Walgreens.
- The end of the W goes up above the rest of the logo for Wegmans, while it stays flush with the letter's start for Walgreens.
This kind of thing has become an epidemic -- one that wastes court resources at a time when municipalities are cash-strapped. Companies are suing because they assert they've trademarked the color red, just about. Case in point: Earlier this year, Dollar General (DG) sued rival discount merchandise chain Fred's (FRED) for using the combination yellow and black in its ads, claiming Dollar General owns that combination. Yellow is probably added to about half the black-and-white print ads created because it's attention-getting and adding one color is fairly cheap to do...but never mind.
If a company in a similar niche is creating an obvious imitation of another company's logo or brand look, they should be stopped. But Walgreens is way over the line here, fussing on about a logo in another type of business entirely.