Aston Martin is taking part-owner Geely back to court concerning a logo featuring wings.

      Aston Martin and London EV Company logos.

      Aston Martin, London EV Company

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      Business can be quite peculiar. At some point, two parties collaborating for an extended period may begin to have differing views. How these disagreements are resolved can often determine the difference between success and failure. Ideally, such conflicts should remain private rather than becoming public and, especially, heading to court. Unfortunately, this is the situation between Aston Martin and Zhejiang Geely Holding Group, which holds an 18% stake in the renowned British automaker.

      Aston is returning to the U.K. court system to challenge a ruling made three years ago that dismissed their claim that the winged logo of Geely’s London electric taxi subsidiary violated their iconic emblem, which has been in use since 1927. The U.K.'s Intellectual Property Office tribunal ruled that winged logos are prevalent within the automotive sector, referencing Mini and Bentley as other notable instances.

      Now, Aston is attempting to overturn that previous verdict. From Geely’s perspective, which boosted its investment in Aston Martin the same year the initial ruling was made, there’s nothing significant happening.

      “Aston Martin’s legal process concerning trademark confirmation is routine and does not constitute an unusual or hostile 'legal battle.'” A representative of the Chinese group, which predominantly owns Volvo, Polestar, and Lotus, informed The Telegraph, emphasizing that both companies “operate independently” and that such disputes are “common in regular business operations and brand protection.”

      LEVC black taxis seen in London in February. Mike Kemp/In Pictures via Getty Images

      In contrast, Aston’s official response appears somewhat more blunt. “Aston Martin Lagonda does not comment on ongoing legal matters,” a spokesperson told the publication. “Protecting our brand and intellectual property is a priority for the company, and we will continue to take necessary actions to safeguard our trademarks in relevant markets.”

      It is not for us to determine whether these logos are sufficiently distinct in legal terms; that is for the U.K. intellectual property specialists to decide. However, we must challenge Geely’s assertion that this situation is not unusual, primarily due to their corporate connection. The London EV Company, as it is officially known, originated in the early 2010s when Manganese Bronze Holdings, the prior owner of London Taxi International, went into administration. Geely stepped in and established what is now LEVC, which previously featured a considerably narrower winged logo than the new design that has drawn Aston’s ire.

      The simplest suggestion we can make is this: Aston Martin black cabs. Don’t dismiss the idea outright; this is the company that introduced the puzzling Cygnet to the world, after all.

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