Who Secured it Better?

Home security company ADT, well-known for its octagonal window decals and yard signs present in so many homes in the U.S., has brought “an action for willful trademark infringement, unfair competition, and related violations against Ring LLC” for its recently released outdoor siren product. In contrast to the many head-scratching lawsuits we report on Brand New, this one feels a little more obvious on what it’s trying to do which is even more blatant given that Ring has built its brand around a circle/ring, not an octagon, so it’s completely out of synch with the brand and coming across as passing off as an ADT sign very much on purpose.