British Aston Martin has filed a new lawsuit in the High Court in London against the Chinese concern Zhejiang Geely Holding Group. The reason is three wing logos that the Chinese are trying to register in the UK. According to The Telegraph, the British believe that the competitor’s design is too similar to their signature emblem, used for almost 100 years.
We are not talking about the nameplates of Geely itself, but about the logos for its subsidiary – London EV Company (LEVC). This is the same company that produces the famous London cabs, now electric. The new badges submitted for registration feature a horse’s head in a circular frame at the center of a pair of wings.
The conflict has been going on since 2022. Then Geely first tried to register three controversial logos with the British Intellectual Property Office (IPO). Aston Martin filed an objection, but in 2023 the tribunal issued a verdict: the likelihood of confusion between luxury sports cars and electric cabs is unlikely. The court’s decision then emphasized that other major manufacturers, including Bentley and Mini, use similar “winged” logos.
LEVC Logo
LEVC 
Aston Martin logo
Aston Martin
Now Aston Martin has filed an appeal, demanding a review of the 2023 decision and a permanent ban on Geely registration. The first version of the Aston Martin logo with wings appeared in 1927; the British brand acquired its canonical image in 1932. At the same time, the Chinese concern is one of the key shareholders of Aston Martin. In 2023, Geely acquired a 17% stake in the British brand.
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