Chi WOW WOW Blog

notes from a fashion savvy chihuahua and his companion

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Chi WOW WOW vs. Target

January 14th, 2008 · 8 Comments

It appears that the pitbull (sorry…bull terrier) of chain stores, “Target”, has decided to pick on a little chihuahua. Of course everyone knows that Target should feel threatened that we, a designer of pet apparel might be misrepresenting ourselves with their, however many bizillion stores they have, selling weedeaters, Pringles, pajamas and such. Anyhoo, we received a two, yes a TWO page letter (apparently their lawyers get paid heftily per word) asking us to change our logo.

Change our logo? Why?
Because of the “target.”
Huh? What target?
You know, the target inside of your logo.
You mean the letter “o” inside the letter “O”? as in WOW WOW?
Yeah, the target.
But it’s not a target. Targets are white and red, with a red dot in the center….like yours.
We say it’s a target, so get rid of it…now.
Why don’t you go pick on someone your own size, like……BMW. They use circles inside of circles in their logo?
Is that a target too?

cww_logo.gif target_logo1.gif

I use to like Target.

Original posting 2005-08-25 09:23:06

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Tags: Carolyn

8 responses so far ↓

  • 1 David (Chi WOW WOW) vs. Goliath (Target)…Part II // Oct 22, 2008 at 5:12 pm

    [...]  Chi WOW WOW vs. Target [...]

  • 2 Virginia Holdinski // Oct 27, 2008 at 7:26 am

    That’s all I need to hear that someone as big as Target is so intimidated by a small by personal company such as Chi Wow Wow that they feel the need to go after you. They need to get over themselves. Until this was brought to my attention I never even noticed the circle within the letter O. If they continue with making a fuss over such a minor thing, I will definitely shop elsewhere and ask that others join in doing so also.

  • 3 sand // Oct 27, 2008 at 7:42 am

    Okay, that does it, no more target for me. And I will pass that on. Target also has a history of ripping off designs by artists from the USA and having the work made overseas. So when you see a really fabulous item for oh so cheap at Target that looks almost exactly like that expensive item in a gallery, know that there is an artist somewhere whose creativity has been stolen. I love the fact that Target offers inexpensive designer items authorized by the designer. But their aggressive posture against a small individually owned company like you, and their willingness to steal designs from small craftspeople is unacceptable. Its about GREED. Spread the word people.

  • 4 Jon Spooner // Oct 27, 2008 at 8:02 am

    Dear Michael Francis (Target CMO) -

    You might have come to find this discussion about the Target brand due to your crack online “reputation management” team sending you this link. And yes this is what they call a “negative meme” starting about your brand. And for a brand that is held in such high esteem (* see brand tags this is a very important issue to deal with.

    But honestly you need to talk with the folks upstairs in legal. The claim being made is a stretch.

    Regardless of the legal claims what you really need to clue into is – people who spend money on their dog’s clothing are the bedrock of the consumer segment that Target is built upon. Sure you can by a scrub brush for 1.49 at Walmart but you can get a pretty scrub brush at Target for 2.39. And sure your dog can survive without a coat but if your dog can be pretty why not? Not a good group to displease.

    If you would like to pursue this very weak legal claim – realize that there is a very real possibility of a story like this going viral and becoming a WAAAAY bigger headache to manage.

    Best regards from the only state in the union without a Target (vermont)!

    Jon Spooner

  • 5 elvis // Oct 27, 2008 at 9:31 am

    How did Vermont manage to do that!?!

  • 6 Aaron // Nov 21, 2008 at 3:07 pm

    Target can’t do anything about this. First of all, your logo has 4 circles in it; theirs has 3.

    It’s not eve similar colors, and your “target” is a small part of a larger logo. It’s not prominent, and you weren’t even trying to look like a target.

    Target’s logo is prominent, unlike your logo. Big difference.

    They have no basis to force you to change your logo.

  • 7 elvis // Nov 25, 2008 at 12:31 pm

    Thanks Aaron!
    We had already sent Target’s lawyers a letter mentioning the same points you raise here but they seem to think they are above the law…

  • 8 elvis // Jan 21, 2011 at 1:42 pm

    Chi WOW WOW® is now a Registered Trademark



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