Saturday, March 7, 2009

Real Estate Logo Fighters

You be the judge. Seriously, this is ridiculous.

Re/Max claims that Rehava's logo is too similar to theirs. Rehava filed its trademark application last spring. Officials at the U.S. Patent and Trademark Office checked their records to make sure the Rehava name wasn't too similar to existing trademark names, which they later determined it wasn't. Last fall the federal agency posted its findings, giving outsiders the opportunity to object before the trademark was finalized. That's when Re/Max filed its formal complaint.

Re/Max's logo:

Rehava's logo:

Too add even more humor, check out what Re/Max's legal counsel claimed:

"First of all, both names start with "r" and have logos with accent lines near the letter "e". And it goes beyond that, if you chop the top off of the 'h,' you (almost) have the 'm' in Re/Max. The next letter is an 'a,' and if you take the 'v' then you have half of an 'x.'"

Rehava's broker-in-charge, said he doesn't buy it. He said the trademark challenge is harassment and a form of corporate bullying that will cost his firm thousands of dollars.

The whole article is over at the Charleston P & C


  1. Seriously? What a waste of money and time. I think Rehava's broker has it right: a form of corporate bullying. Booooo ReMax (sorry I don't know how to make an accent mark as special as theirs).

  2. If I understand it correctly, there's a "viewer confusion" test in trademarks as well. This would not even get close.


    And if wins, I hope they get awarded attorney's fees too.