Using competitor's logo on my flyers

[maffp]

Hi!

I have a small retail store and I want to put out some price comparison flyers against prices of a large national store. Is it okay to use their logo? What other rules would I have to stick by to avoid litigation?

Thanks,
Maff

 

[playboy_bunnie]

I would imagine you wouldn't be able to use their logo without permission for copyright purposes; you may only be able to put their company as text?

 

[OldWelshGuy]

Hell no you can't use their logo to slag them off, they will crucify you. You can use their registered trade mark name i.e. Tesco, but if you use the Tesco logo without permission you leave yourself open to litigation.

 

[JoeTheCarpenter]

Would Tesco have a case? They advertise on national tv that they are cheaper than Asda and use an Asda logo if my memory serves me wisely. I would imagine if your claims are false then you may find yourself in a spot of bother. Best to consult with one of those attorney types to be sure.

 

[Mike tells it like it is]

I think it is Asda run an ad in the paper with stacks of baskets comparing basket price for the same shop against tescos and sainsburys.

I cant remember but i have a feeling they do use the rivals logo -which I remember pondering at the time as to how legally they can.

MY advice don't take the risk just be sure of your comparative facts/prices and us explain text not their logo.

 

[DotNetWebs]

Hell no you can't use their logo to slag them off, they will crucify you. You can use their registered trade mark name i.e. Tesco, but if you use the Tesco logo without permission you leave yourself open to litigation.

I thought the same but our Sainsburys currently has 'price match' banners hanging in the aisles the prominently features Tesco's and Asda logos.

I know that doesn't mean it is legal but I can't imagine they would have done that if they didn't think they could get away with it.

Regards

Dotty

 

[Mike tells it like it is]

Yeah I have seen the same thing Dotty.

The apparent price war -I don't believe though.

There is all sorts goes on behind the scenes with the big boys and the games they play with suppliers and customers.

 

[DotNetWebs]

'''The apparent price war -I don't believe though.

There is all sorts goes on behind the scenes with the big boys and the games they play with suppliers and customers.

100% with you on that - perhaps that's why they know they can get away with using each others logo's

Regards

Dotty

 

[Mike tells it like it is]

You may think that. I could not possibly comment.

My advice to the OP is DO NOT use someone elses logo.

 

[BobbyBoy]

I think you can use a competitors logo in the context of compairson. Here is an article on the subject

http://www.gillhams.com/articles/389.cfm

We do this on our own website
Cheap Kitchen Doors

We did have a carefully worded letter from one of our competitors solicitors regarding this, but NO threat of legal action, nether did they claim that we were breaking the law - only that we did not have permission to use their clients logo and should sign an agreement not to use their clients logo in the future - but no threat's of what would happen if we didnt

We referred them to the article above - and heard nothing since.

Bobby

 

[OldWelshGuy]

Yep, I agree (as I said you can use their trademark), but be aware that if you do anything wrong you can get sued. E.g. If you print the Tesco Logo with a wrong pantone colour they can sue you, hoesntly, going head to head with a massive brand is madness. Just use the name 'TESCO.

Personally (if it was Tesco I was up against)

I would say.

tesco price £128
OUR price £98

THAT is a £30 saving, and as Tesco tell you "every little helps"

 

[Mike tells it like it is]

Yeah that's good advise from the Welsh one.

every big company I have ever worked for handed me a 20 page pamphlet entitled Logo Guidelines...

Colour

Hue

Reversing

size

skew

etce tecet

 

[JoeTheCarpenter]

Logo is one thing, stealing their slogan may cause confusion, the law suit type. Passing off.

 

[campbeji]

Hi,

As far as I know Tescos, and Sainsburys etc do use their competitors logos in their own comparison adverts. However If I was you I would probably avoid it, while its true that Tescos and Sainsburys don't spend a fortune sueing each other and spending a fortune on lawyers at the same time, I'm sure they wouldn't hesitate to descend on you like a plague of locust. Even if you are within your rights to use the logo would you be able to afford to mount a defense in the courts against them?

Anyway
Good Luck
Jim