Block may have hit a snag in his rebranding effort. for every H&R Block is suing the company formerly known as Square. In a federal complaint filed Thursday, the tax prep company said a name change could harm its brand. She wants Jack Dorsey’s payments machine to stop using the name and logo she asserts are “almost identical” to hers.
“The goodwill that Block has created and carefully nurtured over the past six decades is now under attack by a Silicon Valley fintech company,” she said. We’ve reached out to Block, the other, for comment.
Square changed its name to Block at the beginning of December. At the time, the company said it wanted a name that better reflects the expansion of its business beyond payments and the growing importance of blockchain technologies to its identity. Since its founding in 2009, Block’s business has expanded into stocks and even.
Where things might get tricky regarding the trademark infringement complaint is that Block bought Credit Karma’s tax business in 2020. She plans to file tax returns through the Cash app. In trademark cases, the court will look at the similarities between the products and services offered by two companies. It will also take into account how the two might compete against each other in the future. Jack, if you’re reading this: The time has never been better than to rename the company to “Tesseract.”
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