Starbucks has won a trademark case to stop a company called Coffee Rocks using a very similar logo.
Starbucks’ argument was that there were ‘clear visual, figurative and conceptual similarities’ between the mark applied for by Coffee Rocks and Starbucks registered mark.
The ruling from the General Court, annuls an earlier ruling by the European Intellectual Property Office EUIPO which had dismissed Starbuck’s opposition.
Starbucks brought an action before the General Court seeking an over-turn of that decision.
This is by no means the first time Starbucks has been drawn into a legal fight of this nature.
Most notably, in 2006 the company won a two-year legal fight in China after a court found that a local coffee store chain had violated its trademark.
A Shanghai court concluded that Chinese firm Xingbake had infringed the US firm's rights by using a Chinese name and logo similar to Starbucks.
Attempts to exploit Starbucks brand is hardly surprising given the size of the lucrative coffee market.
In 2015/16, consumers around the globe drank about 155.71 million 60kg bags of coffee. And in 2017, Starbucks' revenue amounted to approximately $22.39bn.
Starbucks has the most coffee stores worldwide followed by McCafe (a subsidiary of McDonalds) and then Costa Coffee.