Of course logos need protecting. Of course you should stop people copying your carefully developed brand equity. Passing off your design could undermine years and millions of investment. But it looks like Lacoste went too far when it took a dental practice in the UK to court for “copying” its logo. That was back in 2004. A second dispute between the global clothing brand and a simple UK health practitioner has come to a close – at the expense of Lacoste.

The ruling was simple: the logo may be similar, but it will not confuse the general public. So it’s not passing off.