14 DAY TRIAL // When it is not busy patenting ways to further restrict hardware usage in its products, Apple also keeps an eye on those whose company logos are a tad too similar to its own. And it’s not surprising, with Woolworths Supermarkets being only one of many companies sued by Apple over such claims.
As the story goes, Woolworths Supermarkets issued an announcement in August 2008 confirming its plans to revamp the corporate branding strategy with a new logo, among other changes, AppleInsider reports.
“Woolworths today unveils its fresh new look as part of an Australia-wide rebrand to be rolled out across its 780-strong supermarket network,” the PDF media release reads. “Twenty one years after the introduction of ‘The Fresh Food People,’ the company will introduce a new icon reflecting Woolworths’ strong commitment to fresh food, convenience and value for customers,” the press material continues to reveal.
“The update to the Woolworths brand is the first in over two decades and represents a fresh look that symbolises a continuing dedication to being ‘The Fresh Food People,’” Woolworths adds. “It introduces a new icon that symbolises several aspects of the Woolworths brand:
• It is a stylised ‘W’ for Woolworths with the addition of an abstract leaf symbol representing fresh food; • It is reminiscent of one of the most famous Woolworths logos of the 1970s; • It represents a person – as in “The Fresh Food People” and the Woolworths focus on its customers.”
AppleInsider points out to the Mac maker’s long history of defending its famous bitten-apple logo and notes that, while the similarities are all but obvious, “Woolworths' application asked for a blanket trademark extending even to electrical goods and technology.” Therefore, Apple believes Woolworths’ logo doesn’t have a place in the electronics segment while it’s still around.
“While we can't rule [computers, musical players, or other devices] out, we haven't got any plans at the moment,” a Woolworths spokesman says. According to the same report, Apple will file the case with IP Australia, the federal agency that governs trademarks in that country.
As noted above, Apple has historically denied pretty much every company / organization / effort that has implied an apple-logo – even those that only have remotely looked like its own. Examples are a Canadian school that used a customized Apple logo, New York City's GreeNYC campaign (which also dared use a stalk and leaf in its apple logo), and others.