How Two Fashion Giants Battled Over a Crocodile—and Why It Matters for Your Business

A legal dispute arose between two major fashion brands, both with crocodile logos: Lacoste from France and Crocodile International from Singapore.

In this story, we explore how the law protected these two separate businesses, each with a similar symbol, while preventing confusion among consumers.

What Was the Dispute About?

Lacoste registered its crocodile logo trademark in the Philippines in 1964. Its logo shows a right-facing crocodile.

In 1996, Crocodile International registered its own crocodile logo, featuring a left-facing crocodile with the word “Crocodile” above it. For over 20 years, the two companies argued over their similar themes.

Lacoste claimed that consumers might confuse Crocodile International’s logo with its own.

The Supreme Court’s Decision

In Lacoste S.A. v. Crocodile International Pte Ltd., G.R. No. 223270, November 6, 2023, the Supreme Court examined the two logos and identified clear differences. They found that:

1. The Crocodiles Face Different Directions: Lacoste’s crocodile faces right, while Crocodile International’s crocodile faces left.

• Crocodile International’s Logo Includes the Word “Crocodile”: Above Crocodile International’s crocodile, the word “Crocodile” is written, which is absent in Lacoste’s logo.

• Different Layouts and Designs: Each logo has unique details and positioning, making them clearly distinguishable.

Why Did the Supreme Court Reject Lacoste’s Claim?

Since the logos displayed clear differences, the Supreme Court ruled that they would not confuse consumers.

Also, there was an agreement in 1983 between the two companies allowing them to operate in separate markets.

This mutual agreement led the Court to permit Crocodile International’s continued use of its own logo.

What’s the Lesson from This Case?

The Supreme Court’s decision emphasizes the importance of trademark differentiation.

It shows that businesses can coexist and operate alongside each other without conflict, as long as they maintain clear differences and mutual understanding.

This approach safeguards the market from monopolistic practices, where a single company seeks to control a specific symbol or brand identity.

Why Does This Matter to You?

If you are a business owner creating your own logo or brand design, remember that the law protects unique ideas.

However, ensure that your logo differs enough from others to avoid legal complications.

A clear and unique trademark helps prevent confusion while building a strong brand.

The law protects each business’s right to its own identity, while ensuring that consumers are not misled.