Last week, Facebook unveiled its new iOS app called 'Paper', but now we have design-focused startup, FiftyThree, accusing Facebook publicly for using their brand name.
FiftyThree then decided to take action to protect its brand name, applying for a trademark for the term "Paper," which was filed on January 30 - the day that Facebook announced Paper. FiftyThree already owns "Paper by FiftyThree", but only recently moved to protect the term "Paper", something Facebook has jumped on obviously.
Where to from here? According to trademark lawyers Roberto Ledesma and Victor Cardona says that trademarks, in some instances, are use-based. Cardona says: "just by using a mark in a particular field, you've got rights. Some are state-based and some are federal-based, but if I start using a mark before you in the same area of goods or services, I've got rights to the mark over you".
Then we have the power of Facebook... no matter what FiftyThree says, Facebook has the resources and lawyers to fight this to the bitter end.
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