Futura vs The North Face: Legal dispute over atom logo

Street artist Futura on 12 January filed a lawsuit against The North Face over the company's use of an “atom” logo he claimed to be almost identical to his creation. The graffiti artist via his representative, Jeff Gluck of Gluck Law Firm P.C., claimed that The North Face is suggesting an association with him not only by using the logo, but also by naming the clothing line FUTURELIGHT.

FUTURELIGHT is The North Face’s lightweight and waterproof outerwear line that was released in 2019. The brand in July responded to the lawsuit by releasing a statement on its website.

The company stated that it has a “great respect for artistic individuality, expression, and intellectual property.” Therefore, it will cease the use of the logo deemed to be identical to Futura’s design as a part of its “commitment” to “supporting creative artists.” However, it also stated that it is “confident there has been no infringement in this case.”

The North Face stated that any resemblance to Futura’s “atom” logo was “coincidental” as FUTURELIGHT’s logo was designed by the brand's internal creative team, which are definitely not inspired by Futura’s work. The brand also stated it has been trying to reconcile outside the court with Futura, but it has not been successful.

Gluck Law Firm in the same month gave an update on the case. In an Instagram post, the law firm announced that The North Face has filed a legal motion, claiming that “Futura has no trademark rights for his logo” because his “atom” design is a varied artistic version. 

The firm also said that if the outdoor wear brand wins, Futura’s trademark will be gone and this move might be used against other artists in the future.