ExxonMobil Corp has sued FX Networks over its use of the second “X” in its new, comedy-centric network which, the oil company says, infringes on its interlocking XX’s. This double-cross brawl may come as a surprise to Dos Equis (that’s Spanish for “Two X”), which also has a double-X logo, and we assume the legal wrangling will be be watched with considerable interest by the XX chromosome, and the roman numeral for 20.
What has world’s largest publicly traded oil company ExxonMobil’s knickers so knotted is the interlocking-ness of FXX‘s “X’s” in its logo. “ExxonMobil has invested many millions of dollars for more than four decades in advertising and promoting” the logo, David Beck, ExxonMobil’s attorney, said in the filing today in U.S. District Court in Houston, a copy of which was obtained by Deadline (read it here). FX Networks and its studio affiliates, Twentieth Century Fox Film Corp. and Twenty-First Century Fox Inc. launched FXX network, and its offending logo, just last month. The network refused to drop the interlocking Xs when the oil company requested the change, according to the complaint. Because we are nitpickers: ExxonMobil’s logo features double-X’s that descend from left to right, while FXX’s logo ascends from left to right. Still, ExxonMobil served up examples of web postings, from such notables as GungHo, The Enchanted Goatee and JT_Kirk, decrying FXX’s effort to confuse TV viewers. (more…)