The North Face Nixes Its Futurelight Logo After 2-Year Legal Battle With Artist Futura

The North Face has publicly responded to the ongoing legal battle with legendary artist Futura, and while it denies claims of infringement, the brand stated it will move on from the logo it uses for its Futurelight apparel tech. “Our Futurelight apparel technology launched Oct. 1, 2019, and its logo was conceived and designed by our internal creative team to represent the nanospinning technology used to make Futurelight products. The logo was also inspired by the shape of the geodesic dome tent, which has been a key icon of The North Face brand for nearly 50 years,” the company wrote in a statement titled “Our Deep Respect for Artists,” which is published on its website. “Any resemblance to Futura’s signature atomic element design was entirely coincidental and not part of our internal design team’s inspiration.” It continued, “While The North Face is confident there has been no infringement in this case, we are committed to supporting creative artists and their communities. As a sign of that commitment and a sincere gesture of goodwill, we will begin to phase out and discontinue the use of the Futurelight circular nanospinning logo design out of deep respect for Futura and his work.” On Jan. 12, Futura

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