As a designer at Seattle-area business-to-business agency Hodgson/Meyers, I have a deep appreciation of company logos, specifically how art, design and typography come together to capture a company’s personality and define its brand.

Recently I came across a news item that suggests that I’m not the only one paying attention to logos. A 30-year-old Olympia, Washington salon—Salon Fifth Avenue—is being sued by retail conglomerate Saks Fifth Avenue for logo/copyright infringement. The signage for each is below. What’s your verdict?

–Sakes Fifth Avenue has had its name and copyright since 1924

–Salon Fifth Avenue’s logo is nearly identical to the Saks logo

–Saks has its own internal salon business

On the other hand:

–Salon Fifth Avenue has been in business for 30 years

–Salons at Saks are a division of Halcyon Days Salons and Spas

–The closest Saks Fifth Avenue is in Portland, Oregon, a good 120 miles away

Judge Jamie Says

The case between Saks and Salon Fifth Avenue seems a waste of time and money to me. Why go after such a small business that poses no threat to stealing customers or hurting brand identity? And why wait 30 years? I think the lawsuit is more harmful to Saks’ reputation and is actually creating MORE awareness and sympathy for Salon Fifth Avenue.

Saks does have a case though and the money to win it but is it really worth it? Given that Salon Fifth Avenue has moved, in fact, to 11th Avenue, I would not be surprised to find that in time their name and logo change anyway. Should the case to go court I would think that Salon Fifth Avenue in Lady Lake, FL and Marietta, GA would be very interested in the results!

This is not a black and white issue and lawsuits like this are increasing every year. The courts just need to make sure that only appropriate cases are filed and tried. Below are some examples of other logos that look VERY similar. Have you seen others?