Remember when Tesla quietly changed the branding on the Model 3 from the previous three-bar format to the new numeric logo?
At the time, we had thought the change was perhaps connected to search engine power, but it seems we may have been wrong.
Old Adidas Logo
Just after the Model 3 branding change went public, so too did an opposition filing against Tesla's trademarked three-bar format for the Model 3.
The filing was submitted by Adidas, who argues that the three-bar format for the Model 3 is far too similar to the company's old "3-stripes mark." (see image).
Adidas no longer uses that trademark, but if the company were to decide to revive it from the dead, then it certainly doesn't want it to be confused with the three-bar Model 3 logo. As Law360 states:
"Adidas AG filed a notice of opposition with the U.S. Patent and Trademark Office’s Trademark Trial and Appeal Board, demanding the board stop Tesla Motors Inc. from the registering the logo — three horizontal stripes, similar to the styling of the “E” in Tesla’s primary logo."
It would be foolish to think it's a coincidence that Tesla changed the Model 3 branding just prior to the trademark opposition filing going public. It's more likely that this was brought to Tesla's attention prior to the filing and Tesla reacted swiftly by changing Model 3 over to a numeric logo, which we appreciate due to the complexities of keyboarding the old three-bar setup.
Old Three Bar Logo
Source: Law 360