Aio, Aio, it’s off to court we go

November 2007: T-Mobile claims trademark on the color magenta.

August 2013: Out come the lawyers:

Chances are you probably don’t even know about AT&T’s Aio Wireless prepaid service, as it’s currently only available in a handful of markets. But the folks at T-Mobile have sued the subsidiary now before the world gets confused by two phone companies that use similar colors.

In a lawsuit [pdf] filed last week in a U.S. District Court in Texas, T-Mobile alleges “trademark dilution, trademark infringement and unfair competition with regard to T-Mobile’s trademark rights to the color magenta in the field of telecommunications services.”

T-Mobile claims that Aio was a deliberate and immediate response to its decision earlier this year to do away with phone subsidies and allow customers to get wireless plans without two-year contracts.

So far as I know, Pantone has not been asked for a statement, or even a color sample.


  1. ms7168 »

    30 August 2013 · 2:09 pm

    Incidentally if anyone is interested they are only seeking customers in selected cities in Texas, Georgia and Florida at the moment. And it’s not that cheap in my estimation. $40, $55 and $70 a month for various levels of service.

  2. McGehee »

    30 August 2013 · 3:35 pm

    T-Mobile’s color looks a good deal pinker than Aio’s. Anyway, why wouldn’t AT&T let Aio use orange? Since they bought out Cingular orange has been a none-too-attractive highlight on the AT&T white and sky-blue.

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