by Dispute Over Winged Symbols
Today, there are more than a dozen automakers that use wing imagery in their emblems in one way or another. Aston Martin has been doing this for almost a hundred years. And now the company has decided to enter into a dispute with another brand that does the same. Surprisingly, out of all possible options, it chose Geely – the company that owns 17% of its own shares.
The Essence of the Legal Conflict
The British automaker has initiated a new lawsuit against Zhejiang Geely Holding Group. Aston Martin claims that three new logos that Geely wants to use are too similar to Aston Martin’s famous winged emblem. The conflict centers on a new emblem developed by Geely for its London taxi manufacturing subsidiary – the London EV Company. This emblem features a horse’s head in the center of wings, and, in Aston Martin’s opinion, this similarity could mislead buyers.
According to The Telegraph, the fight essentially began back in 2022 when Geely first attempted to register the logos in the UK.
Aston Martin challenged this application in 2023, arguing that the Chinese company’s new design infringes on its trademark, which is nearly a century old. However, Aston Martin lost.
Court Decision and Subsequent Events
The UK Intellectual Property Tribunal ruled that buyers are unlikely to confuse an electric London taxi with an Aston Martin sports car, especially since other automakers have also long been using logos with wings. The Tribunal specifically mentioned brands such as Bentley and Mini. Aston Martin was ordered to pay Geely £2,200 ($2,900) to cover legal costs.
The following year, the Chinese conglomerate Geely acquired a 17% stake in Aston Martin for £234 million ($310 million), becoming one of the largest shareholders of the British company. Geely also owns Volvo, Lotus, and its own rapidly developing electric vehicle business.
Appeal and Positions of the Parties
Despite these investment relations, Aston Martin has filed an appeal against the previous decision with the UK Court of Appeal, hoping once again to block the registration of the logos. Aston Martin stated that protecting its intellectual property is a priority and declined to comment further on the case. Geely, for its part, insists that this is merely a routine trademark dispute and states that it remains committed to supporting professional relations with Aston Martin.
This situation vividly illustrates the complexity of the modern corporate world, where investment ties and partnerships can intertwine with fierce competition and legal battles over brand rights. Owning a significant share of a business does not always guarantee harmonious relations, especially when it comes to fundamental things like corporate identity. The success of Aston Martin’s appeal could set an important precedent for defining the boundaries of similarity in an industry where many brands have used similar visual motifs, such as wings, for decades. The final verdict will not only affect the relationship between these two giants but could also reshape approaches to intellectual property protection across the entire automotive sector.
