Apple Logo Silliness

Apple are complaining about Woolworths* Australia’s new logo.

Woolworths, the largest supermarket chain in Australia, changed its logo in 2008 as part of a rebranding to stress its commitment to fresh food.

The new design – a rounded, stylised “W” – does share some similarities with US technology giant’s apple design, although it is green rather than silver.

Well, I can’t say that is says “Woolworths” to me, but I wouldn’t have immediately thought “Apple” either.

Apple think otherwise:

Now Apple has applied to IP Australia, the national body that regulates intellectual property, to have Woolworths’ trademark rejected on the grounds that consumers may not be able to differentiate between the two brands.

I see. So we are all too stupid to recognise the difference, eh? Well, not too stupid to be able to recognise bullshit when I see it. And, frankly, companies that behave as Apple are behaving can rest assured that they will see none of my money. I don’t take kindly to being patronised at the best of times and being assumed too doltish to be able to differentiate between two different logos is just that.

Apple, which declined to comment on the case, is known for taking an aggressive approach to trademark protection. It was involved in a long-running legal dispute with Apple Corps, the company set up by The Beatles to managed their interests, over the use of the Apple name.

Yes, and that was arrant childishness, too.

That conflict was not resolved until 2007, and the souring of relations contributed to the band’s decision not release its back catalogue over iTunes.

I can’t say that I blame them.

If Apple want to tarnish their name, they are going the right way about it.

*Not the Woolies we know, apparently.