Use the image of an apple in a logo and the tech company Apple calls its patent attorneys.
Now Apple finds itself on the other side of a design patent question with the logo for the upcoming series The Morning Show, which looks strikingly similar to the logo for Elon Musk’s The Boring Company.
Both logos have a filled-in “O” and present bold san-serif fonts. The top two words align on the left while “company” and “show” each flush right to line up with their respective “G.”
“They’re both solid logos, in terms of communicating something about their subjects,’’ wrote Katharine Schwab, an associate editor for Fast Company. “The Boring Company’s ‘O’ represents the company’s tunnel drilling, while The Morning Show‘s filled-in ‘O’ is reminiscent of a rising sun. But they look just too uncannily similar for it to be a coincidence.”
Apple is hoping The Morning Show is a big draw to its new Apple TV+ streaming service. It stars A-list actors Jennifer Aniston, Reese Witherspoon and Steve Carell who play “the talent” in the behind-the-scenes drama about a morning news show.
The Morning Show logo caught some eyes
Apple this week released a trailer for the show and most of those who saw it may not have given show’s set logo much thought.
But there is a subculture of font nerds who have heightened awareness for little things in letters and there were a few biting call-outs on Twitter.
I guess the Apple TV team took "Good artists copy; great artists steal." to heart. pic.twitter.com/i4fSP8HJ0O
— Brent Caswell (@brentcas) August 12, 2019
— Dudezor (@NevinStoltz) August 22, 2019
Apple is currently litigating two cases involving apple logos, neither of which look similar to the tech giant’s branding. One involves a political party in Norway and the other, a German tourism organization.
Fast Company noted that director JJ Abrams designed the logo for Musk, who liked it so much he adopted and got it protected with a design patent.
Neither company returned Fast Company’s request for comment.
Source: Fast Company