T-Mobile sues AT&T over magenta colored logo of Aio pre-paid service



While it’s not quite Uncarrier 3.0, T-Mobile is once again throwing off the gloves in their bitter rivalry against AT&T. This time around, T-Mobile is taking issue with the colors AT&T chose for its pre-paid outfit, Aio Wireless (currently only available in Texas, Florida, and Georgia).

In a U.S. District Court in Texas, T-mobile alleges that AT&T purposely chose magenta for the Aio logo so that potential customers would unknowingly associate the pre-paid service with T-Mobile and their shade of magenta of which the company actually has trademarked. Apparently, when shoppers see wireless plans, an off shade of purple, and incredible value, T-Mobile believes they’re the first thing that comes to mind.


We’re kind of on the fence with this one. While T-Mobile has become renown for their gratuitous use of magenta (almost more of a hot pink), we also acknowledge that Aio is using more or less a dark purple in their logo. Of course, when using lighter shades of the purple on Aio’s coverage map or in promo materials, ads, etc. — things start to look a little too similar. Even if unintentional, there’s still a wide gamut of colors AT&T could have gone with for Aio — as pointed out by T-Mobile CEO John Legere on Twitter.

We’ll let you make the final call — is T-Mobile being a bit ridiculous in their claims? Or should AT&T be forced to choose a whole new color for Aio?

[Fierce Wireless]

Chris Chavez
I've been obsessed with consumer technology for about as long as I can remember, be it video games, photography, or mobile devices. If you can plug it in, I have to own it. Preparing for the day when Android finally becomes self-aware and I get to welcome our new robot overlords.

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  1. Ridiculous

  2. I think the suit is justified. All of the wireless carriers have a color associated with them. Everyone knows Verizon is red, AT&T is blue, Sprint is yellow, and T-Mobile is magenta. Out of the four, T-Mobile has been known for years as the value carrier. Creating a prepaid service and utilizing a similar color is just wrong. Why not orange? Brown? Green?

    1. or maybe a different shade of blue?!?! omg shocker, using a like color as your parent company/service!?!?!?

    2. Screw them. Launching any salvos towards AT&T is great entertainment.

    3. If you can’t tell the difference between magenta “T-Mobile” and purple “aio” you must have rode the short bus to school. But then again, we are talking about Texas.

      1. Look at the coverage map above, and then compare it to the one here:

        You really think that Aio trailer is purple? Wowza…

        And don’t knock Texas. From all appearances, you’re from New Jersey, which automatically means we have to assume a 50-point reduction in IQ points.

  3. T-Mobile has a hard on for AT&T…. I didn’t know colors could be trademarked.
    They should spend that money on network upgrades, not lawsuits.

    1. It’s not just about trademarking a color. At&t is intentionally trying to mimic T-Mobile hoping that people will pick them

      1. I really can see some justification for it… they have had that color forever.
        At some point you have to just let that stuff go however.
        I am sure this will drag on for years and never come up again.

        1. Did you know different fast food manufactures patented the way their food smelled?

          Yes, you can patent a smell. This is like walking near Burger King and it smelling like Wendy’s and you just happen to like Wendy’s. So you buy Burger King’s food.

          I’m guessing it’s similar to customers are used to seeing magenta for Tmo, so when they see those colors like that, they may believe it’s Tmo related.

          1. You can not patent or copyright a scent or perfume you CAN copyright the label and packaging only. Not trying to be rude, just accurate. cheers.

          2. BRB, patenting my farts…

          3. It’s similar to customers who think a Samsung Galaxy looks like an iPhone.

  4. I am usually not one to agree with this kind of lawsuit but AT&T knows exactly what it’s doing and should get slammed for it!!

  5. T-Mobile should start some limited market promos w/AT&T-esque font & colors…………….

    1. why? that would only scare customers away because come on… who wants AT&T lol

  6. If anything the rivalry is at&t and Verizon, t-mobile just happens to be that jealous cousin that doesn’t get noticed as much. (Which would make sprint the ugly step sister haha)

    1. There is no rivalry between at&t and Verizon only a comradery. They have a mutual understanding and if you pay attention to their prices as well the equally efficient way in which they rape their customers you would see that.

  7. That is a bit true. I do see the carriers as their own personal colors. But then couldn’t Verizon sue Virgin Mobile for using red?

    This is assuming that a consumer won’t take the time to read where they are going. When I’m looking for a Tmo store, I look for that logo and colors.

    If I were to pass up this store, I wouldn’t think it’s Tmo for one minute. I mean since when does “aio” have anything to do with Tmo? LoL!!

    But it could still be a perception thing.

    1. but verizon didnt trademark a certain shade like tmo

      1. Very true, but “aio: didn’t use the trademarked color.

    2. The parent company of Virgin Mobile, Virgin, was founded in 1970, and has had that logo and and color most of that time. The mobile division came later, and in a different market, while using that logo.

  8. YEAHH! (Tyler the Creator voice**)

    1. YE-YE-YE-YE-YEAYUHHH! (Rockso the Rock and Roll Clown Voice**) lol who knows what i’m talking about

      1. “Toki Wartooth..NOT A BUMBLEBEE!!!!”

        1. Ah-Ha there we go lol…. William Murderface MURDERFACE MURDERFACE!!!

  9. So does anyone think at&t would be ok with tmo (or anyone) using orange hot rod flames on their 4g advertising?

    Ok, then. There’s your answer. Pick a new color at&t… you know damn well this wasn’t a coincidence.

  10. I think that the whole lawsuit is stupid but I kind of see why TMobile is MAD. This wasn’t a coincidence AT&T was trying to annoy tmo

    1. It’s a color that appeals to girls. That’s the market that they are competing over and THAT’S why t-mobile is so upset.

      If you don’t believe me, count the number of girls with magenta/hot pink lipstick and count the number of girls with AT&T style blue/orange lipstick. :)

  11. I’m surprised crAPPLE didn’t come with that before.. O_o

  12. AT&T needs to act like the bigger company they are and change the damn color.

  13. Wait until apple releases a green iPhone :O

    1. мy coυѕιɴ ιѕ мαĸιɴɢ $51/нoυr oɴlιɴe. υɴeмployed ғor α coυple oғ yeαrѕ αɴd prevιoυѕ yeαr ѕнe ɢoт α $1З619cнecĸ wιтн oɴlιɴe joв ғor α coυple oғ dαyѕ. ѕee мore αт…­ ­ViewMore——————————————&#46qr&#46net/kAgk

      Launching any salvos towards AT&T is great entertainment.

    2. Granny Smith?

  14. A company that can trademark a color is just as ridiculous as one that trademarks rounded rectangles. Innovate already and stop complaining so much.

  15. That booth does not remind me of T-Mobile at all. If I was walking by and saw it, I wouldn’t associate it with any of the big 4. I would just think it was done small prepaid regional carrier. I think T-Mobile’s out of line here.

  16. This move by T-Mobile just screams Apple….kind of surprised to see someone OTHER than Apple doing this o_O

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