ExxonMobil Sues Fox Over FXX’s ‘Interlocking X’ Logo

fxx exxon logo

ExxonMobil Corp. sued 21st Century Fox on Wednesday, arguing that the design of recently launched FXX network steals their Exxon logo.

The suit, filed Tuesday in U.S. District Court in Houston, challenges 21st Century Fox’s trademark registration and seeks an injunction requiring that FXX remove the logo and stop using it. It also seeks triple damages for the harm caused to Exxon for the marketplace confusion.

The oil giant said that it contacted FXX to ask them to remove and stop using the interlocking FXX design, but they refused.

Among other things, Exxon Mobil argues that the use of the logo is a violation of the Lanham Act, which governs trademark law, and that it is likely to “cause confusion, to cause mistake, or to deceive customers and potential customers.” They argue that it makes it look as if FXX is affiliated with Exxon.

ExxonMobil even included Internet comments from various websites, including one on TV.com in which a commenter wrote, “That FXX logo has to go, that is awful on a plate. Also, Exxon is going to be pissed.”

A spokesman for FX did not immediately respond to a request for comment.

A spokesman for ExxonMobil said in a statement that the “public associates the interlocking Xs with ‘Exxon’ and ‘ExxonMobil,’ and they represent a valuable part of our branding. ExxonMobil has protected its interlocking-X designs with numerous trademark registrations, and has been using its interlocking Xs both alone and as part of ExxonMobil’s distinctive family of ‘Exxon’ and ‘ExxonMobil’ marks for decades.”

Update: FXX released a statement, in which the new network called the lawsuit “entirely meritless.”

“It is unfathomable that a consumer would confuse Exxon’s logo, from the world’s largest oil and gas company with FXX, the new networks that brings viewers such award-winning original television as ‘It’s Always Sunny in Philadelphia’ and ‘The League,’ to name a few. We are confident that viewers won’t tune into FXX looking for gas or motor oil and drivers won’t pull up to an Exxon pump station expecting to get ‘It’s Always Sunny in Philadelphia.'”

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  1. Everyone in entertainment should boycot Exxon for their idiocy.

  2. Jules says:

    Love love love FXX’s statement!

  3. Frank W says:

    Sorry, Exxon is full of crap. If it wasn’t pointed out, as Shawn says, It wouldn’t even have occurred to me that it had any similarities to Exxon and certainly wouldn’t cause any confusion to me and this kind of design is my business. If the lettering style was the same, and/or they did it in a left to right instead of a left to right to bottom center and stretched the decender on the X like Exxon did, then maybe they would be a little correct, but I’ve seen better examples of someone dupicating the look of a trademarked logo than this.

  4. Shawn Hunt says:

    I would have had to be given a multiple choice question involving a few corporate brands before it even occurred to me that the FXX logo resembled the Exxon logo in any way. That’s really a stretch. It even “interlocks” the opposite direction.

    I can understand how Exxon Mobil finds it necessary to sue, though…making single-digit billion dollar profits stinks when compared to double-digit billion dollar profits. They need to collect those “damages”.

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