Earlier this year, Oakland International Airport (OAK) rebranded as San Francisco Bay Oakland International Airport. This was part of the airport’s effort to increase visibility and appeal among travelers, given Oakland’s proximity to San Francisco.
As you’d expect, San Francisco International Airport (SFO) wasn’t happy about this change, since it viewed this as increased competition. The airport sued to block Oakland’s name change, and there’s now an update.
Judge blocks Oakland Airport name change
This week, a federal judge has granted San Francisco’s motion for a preliminary injunction against Oakland. This means that the Port of Oakland will need to immediately stop using the name “San Francisco Bay Oakland International Airport,” and to not use “San Francisco Bay” in any promotions or products.
The judge decided that San Francisco would suffer irreparable harm from Oakland’s name change, and that Oakland violated San Francisco’s trademark for the airport. As the judge explained, “because the two airports offer identical services, the near identity of the marks makes them confusingly similar,” and that using San Francisco in Oakland airport’s name “when there is in fact no affiliation, connection or association between the Oakland airport and San Francisco is contrary to how airports in the United States are normally named.”
The judge also ruled that “The Port has taken San Francisco’s valuable Mark and applied it to a smaller, less successful, and lower rated airport.” Lol, ouch?
However, the judge didn’t totally rule in favor of San Francisco. He found that two of San Francisco’s three claims were without merit. Specifically, he didn’t agree with the initial-interest confusion and point-of-sale confusion, as he determined it would be difficult to see how online shoppers would confuse the two airports and buy a ticket to the wrong destinations.
Oakland Airport considering all available options
In response to this ruling, the Port of Oakland has issued the following statement:
“The court’s ruling found that two of the three types of confusion alleged by SFO were without merit. The court order temporarily blocks OAK’s new name on the basis of the third type of alleged confusion: that travelers may think OAK is affiliated with SFO. OAK is not associated with SFO, of course, but is rather a convenient and centrally located option for travelers throughout the Bay Area. We are continuing to review the recent ruling and considering all available options.”
The airport has spent quite a bit of money on its updated branding and signage, and now that will need to be taken down, at least for the time being.
Bottom line
A judge has ruled that Oakland Airport can’t use “San Francisco Bay” in its name, following a rebranding earlier this year. This decision came down to violating San Francisco’s trademark. However, the judge didn’t rule in favor of San Francisco when it comes to initial-interest confusion and point-of-sale confusion.
What do you make of a judge blocking Oakland Airport’s name change?
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