Sky has officially opposed plans for VOIP service Skype to trademark its bubble logo, with Sky fearing that consumers may get it confused with its own.
Skype is currently trying to trademark the bubble design in European Union, Norway, India and Brazil, something it needs to do before it floats on the Nasdaq later this year.
Skype is obviously trying to secure the trademark sharp-ish, so having Sky coming in to flummox its plans will be frustrating for the company.
In a statement Skype said about the importance of the logo: "We regard our brand as one of our most valuable assets. The unlicensed use of our brand by third parties could harm our reputation, cause confusion among our users, and severely undermine the value of our brand in the marketplace."
Skype will be hoping that despite the opposition, it will be able to secure the trademark – something it has already done in the likes of Switzerland.
If its appeals are not met, then Skype will find it difficult to stop third parties using its name, which means that its monetising opportunities would be limited.
This seems to be the start of a big expansion plan for the company. That's if it can appease BSkyB somehow.
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Marc Chacksfield is the Editor In Chief, Shortlist.com at DC Thomson. He started out life as a movie writer for numerous (now defunct) magazines and soon found himself online - editing a gaggle of gadget sites, including TechRadar, Digital Camera World and Tom's Guide UK. At Shortlist you'll find him mostly writing about movies and tech, so no change there then.