Toronto Blue Jays file opposition to Creighton trademarking its logo

Thursday August 21st, 2014

The Toronto Blue Jays do not approve of Creighton University's athletics logo, and have filed a notice of opposition to the U.S. Patent and Trademark Office in an attempt to get the university's trademark application rejected, reports the Associated Press

Creighton, which uses the nickname Bluejays, unveiled its current logo in September 2013. Toronto argues that the school's new logo is too closely branded like its own, and could lead to the public believing that goods and apparel sold by the university are "approved, endorsed or sponsored" by the baseball team.

In its notice of opposition, the Blue Jays provided pictures of 15 different logos used by its major and minor league teams over the years in an attempt to show the similarities. Toronto first started using a Blue Jays logo in 1977.

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Toronto also argues that if Creighton gets its logo trademarked, it would result in a likelihood of "dilution by blurring of the distinctive quality" of the Blue Jays logo.

According to the AP, a counsel with Creighton is in discussions with Blue Jays representatives to "resolve their concerns."

Toronto's full notice of opposition to the U.S. Patent and Trademark Office can be found here.

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