T-Mobile wins trademark infringement case over Aio Wireless

Following an extensive three-day hearing, T-Mobile has won a court case finding that the colour that AT&T’s prepaid brand Aio Wireless was using was profoundly similar to T-Mobile’s magenta color, which it was using in its branding. A federal judge has ruled in favor of T-Mobile, ordering a preliminary injunction against AT&T’s Aio Wireless that bars the subsidiary from using a color that’s similar to T-Mobile’s trademarked color magenta.

 The federal court in Texas has now asked AT&T to cease using its current “plum” color scheme, specifically “magenta or similar colors,” for the prepaid brand in marketing, advertising, stores, web sites and social media. As of this time it is unclear as to what color scheme AT&T will choose to switch to, or whether it will appeal the decision of the court — the ruling does not entirely ban the use of the colors, but only specific shades in “large blocks.”

T-Mobile states that this ruling made by the court reassures its position that the wireless customers of T-Mobile identify it with its magenta color.  This is not the first time T-Mobile has had to defend its specific color use against other companies, but this can be a big speed bump and cost assessed to AT&T which is likely trying to run Aio Wireless on generally tight margins.

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