Blue Cross takes issue with Zoom+’s logo

Health care provider’s rebrand irks insurance giant.

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Hillsboro-based health care provider Zoom+’s rebrand has irked an insurance giant, which is taking the fight to court.

Blue Cross Blue Shield is alleging its trademark logo has been infringed.

“The Blue Cross Marks have long been famous; and the Blue Cross Marks were famous long before (Zoom’s) adoption or use of its mark at issue,” the lawsuit states.

Zoom’s use of its logo may cause “confusion, mistake and deception in the public mind,” Blue Cross argues.

(SOURCE: Portland Business Journal)

The suit was filed in a federal court in western Washington, where the sides are scheduled to make their case in October 2016.

The lawsuit states that around the time Zoom+ sent out news releases “rebranding” itself under a revised logo last spring, Blue Cross Blue Shield sent the company a letter “expressing concerns” about the similarity in logos. Zoom+, however, continues to use its current logo, the suit says.

The suit claims that this can lead consumers to be confused into believing the two companies are associated with each other and harms the reputation of Blue Cross Blue Shield.

The suit seeks a dollar amount yet to be determined, as well as a judge to order Zoom+ to stop using its current logo.


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