Legal dispute over similarity of winged emblems comes despite the Chinese group holding 17% of the British manufacturer's shares
Aston Martin has taken the court dispute against Chinese group Geely over intellectual property rights to the UK Court of Appeal. The British automaker questions the alleged similarity between its iconic winged emblem and the new logo developed by the London EV Company (LEVC), Geely’s subsidiary focused on the production of London electric taxis.
The clash revolves around a symbol that features the head of a horse in the center, flanked by wings. For Aston Martin, the visual composition is excessively close to its historical identity, which could mislead consumers and dilute the prestige of the brand associated with James Bond cars.
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The dispute began in 2022, when Geely applied for the registration of the emblem in the United Kingdom. The following year, the British Intellectual Property Office (IPO) rejected Aston Martin’s claims, arguing that there would be no “real likelihood of confusion.” In the decision, the agency highlighted the obvious differences between the market segments of the brands and recalled that other manufacturers, such as Bentley and Mini, also use winged elements without mutual harm.
Even with the unfavorable opinion, Aston Martin chose to appeal, reinforcing the strategy of strict protection of its visual assets. The case takes on the contours of corporate irony, given that Geely became, in 2023, one of its largest shareholders by acquiring a 17% stake in the company.
In a statement, the Chinese group, which also controls Volvo and Lotus, classified the episode as a routine dispute over commercial registrations. The company told the European press that it maintains a professional and productive relationship with Aston Martin’s management, minimizing any wear and tear caused by litigation in the London courts.
