Exxon has begun legal action in the US against 21st Century Fox for the use of interlocking Xs in its FXX identity, which the oil company claims contravenes its trademark rights.
Exxon is looking for FXX to cease using its current logo, which launched last month, and is also seeking damages for the apparent harm caused to the brand.
The lawsuit is understood to have been filed in a district court in Houston, Texas.
However FXX has rejected Exonn’s claims, calling them ‘entirely meritless’ and ‘unfathomable’.
In a statement made to Design Week an Exxon spokesperson confirms that a legal case has been triggered and says, ‘We’ve commenced legal action against Twenty-First Century Fox for violating our trademark rights by using interlocking Xs in the logo for its new FXX channel, and using interlocking Xs alone.
‘The public associates the interlocking Xs with Exxon and ExxonMobil, and they represent a valuable part of our branding. ExxonMobil has protected its interlocking X designs with numerous trademark registrations, and has been using its interlocking Xs both alone and as part of ExxonMobils distinctive family of Exxon and ExxonMobil marks for decades.’
However, an FXX spokesperson says, ‘This lawsuit is entirely meritless. It is unfathomable that a consumer would confuse Exxon’s logo, from the world’s largest international oil and gas company, with FXX, the new network that brings viewers such award-winning original television as It’s Always Sunny in Philadelphia and The League, to name a few.
‘We are confident that viewers won’t tune into FXX looking for gas or motor oil and drivers won’t pull up to an Exxon pump station expecting to get It’s Always Sunny in Philadelphia.’
The case continues.