In a bold move, Twitter, one of the internet’s most prominent social media platforms, recently announced its rebranding to a mysterious new name: X. This significant change has captured the attention of trademark attorneys and millions of users worldwide. However, this transition hasn’t been without controversy, especially among trademark lawyers, as concerns about trademark infringement have started to surface. In this blog post, we will delve into the legal complexities of trademark law to shed light on the potential challenges Twitter may face with its new branding, especially in relation to owners of similar trademarks in the same industry.


Understanding Trademark Law:

Trademark law is a vital aspect of intellectual property rights that grants legal protection to distinctive names, logos, symbols, and phrases used to identify and distinguish products or services in the market. This legal safeguard ensures that consumers can easily recognize and differentiate the source of goods and services and that owners of registered trademarks has statutory legal rights to sue those who infringe their marks.


Twitter’s Rebranding Dilemma:

While Twitter’s decision to rebrand itself as X may have been driven by a desire to create intrigue and excitement, as trademark attorneys know, the company risks lawsuits over potential trademark infringement issues. If the new name X is too similar to existing trademarks in the same class, it could lead to consumer confusion and raise legitimate legal concerns, especially for owners of those similar trademarks. We expect that those owners have their trademark lawyers working overtime! If you need help with a trademark, get in touch.

The Likelihood of Confusion

One of the key factors in determining trademark infringement is the likelihood of confusion between the marks. Courts typically evaluate several elements to assess the risk of consumer confusion, including:

1. Similarity of the marks: If X closely resembles other trademarks held by entities operating in the same industry or “class” as Twitter, the company could face infringement claims from those owners.

2. Relatedness of goods or services: If X is operating in the same industry or offering similar products/services as another trademark, the chances of confusion increase substantially.

3. Strength of the prior mark: Established, well-known trademarks owned by competitors enjoy stronger legal protection, making it more challenging for new entrants like X to avoid infringing on other marks.

4. Actual confusion evidence: Evidence of actual confusion among consumers regarding the origin of the products/services is helpful in a trademark infringement case. However, if X infringes on a mark that is already registered with the U.S. Patent and Trademark Office, then federal law presumes that X harmed owners of those marks. X could be liable for money damages, including the attorneys’ fees incurred by owners of marks that X infringed.

Potential Legal Consequences

If the trademark lawyers who represent Twitter’s competitors conclude that Twitter’s rebranding to X is deemed to infringe on existing trademarks held by their clients, then X likely will face severe legal consequences in federal court. These could include:

1. Cease and Desist: Trademark holders with prior rights may issue a cease-and-desist letter, demanding that Twitter stop using the X mark immediately. We note that these owners are not required to issue a “C&D” letter. Their trademark attorney may advises them to skip this step and jump straight to step 2.

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2. Lawsuits: If the situation escalates, trademark lawyers can file lawsuits against Twitter on behalf of their clients, seeking damages, injunctions, and even the cancellation of the new trademark registration.

3. Rebranding Costs: Twitter might be forced to undergo a costly rebranding process to avoid any further infringement. We note that Twitter is incurring the cost to re-brand from Twitter to X. If required to re-brand from X back to Twitter or to some other brand, those costs may be substantially higher.

Twitter’s decision to rebrand itself as X has generated excitement, but it also raises critical legal concerns related to trademark law and infringement, especially regarding owners of similar trademarks in the same class. As we’ve explored in this blog post, navigating the complex landscape of trademark law is essential for any company undertaking a major rebranding effort. To safeguard its legal rights, Twitter hopefully conducted thorough trademark searches and consulted with trademark attorneys to ensure compliance with the law and mitigate potential infringement risks. In the world of intellectual property, it’s essential to strike a balance between innovation and legal compliance, and only time will tell how Twitter’s X will fare amidst these trademark law challenges.

Beyond trademark law, a decision to re-brand can implicate corporate law because directors on a company’s board of directors have a fiduciary duty of care to engage in open discussions, seek expert advice, and conduct thorough research before finalizing any rebranding decision.   Shortly after he bought Twitter, Elon Musk dissolved Twitter’s board.   So, he is not limited by board oversight.  But, for most companies, board oversight of major decisions is a key part of corporate governance.  We will explore that legal issue in another blog post.

Dunlap Law’s trademark attorneys can help your business or organization with its trademark needs. Please get in touch.