Under Armour vs. Indie Brand: A Logo Dispute That's Shaking the Design World

Sports apparel giant Under Armour has issued a cease and desist notice to the independent streetwear brand Vice Lair, alleging that its logo bears an undeniable similarity to Under Armour's trademarked identity. This move highlights the ongoing tensions in the design industry, where large brands often target smaller businesses, creating a hostile environment for newcomers.

Vice Lair's owner sought opinions from designers on Reddit, questioning whether the complaint could escalate into a full legal battle. The discussion divided the community, with many rallying behind the small business, while others pointed to Under Armour's history of success in similar trademark disputes.

Under Armour claims that Vice Lair's logo—a barbed-wire-inspired graphic—is too similar to its interlocking 'U' and 'A' motif, stating that it could cause consumer confusion due to the fame of Under Armour's marks. The notice argues that this similarity might lead people to believe Vice Lair's products are associated with or approved by Under Armour.

Redditors strongly contested these allegations. One supporter wrote, "No. Your logo has unique proportions, curves, and a differentiating connection. Your logo looks sharp and angular; theirs looks smooth and planted. Even from a distance, it looks different." However, another user warned, "Would not risk. Like at all. Under Armour sued a bunch of companies for having Armour in the name, like 'Armorina' and won… when you look at the trademark, it lists a 'mark that consists of stylized letters "U" and "A"'. This fits that brief and could lose you way too much money to even want to fight this."

This case serves as a critical reminder for designers and brands about the importance of originality and legal considerations in logo creation. For more insights into design disputes, explore stories like Ferrari's logo battle or iconic brands with surprisingly similar logos.

Image credit: Under Armour