Lawsuit alleges unlawful duplication of Serena Williams' trademarked logo by legal office

Tennis star remains silent about ongoing issue

, and ASMedia

2025 September 28 . 9:22 PM

2 min read

Legal dispute arises over allegations of logo duplication involving law firm and tennis star, Serena Williams

Lawsuit alleges unlawful duplication of Serena Williams' trademarked logo by legal office

Scotland-based law firm Shepherd and Wedderburn finds itself at the centre of a heated debate, accused of logo plagiarism by Serena Williams' jewellery brand. The controversy arose following the rebrand of the law firm, which features a stylized 'SW' motif with circular accents on the 'S' and single slanted lines representing the 'W'.

The design bears slight discrepancies with Serena Williams' jewellery brand logo, leading critics to draw comparisons. Shepherd and Wedderburn, however, has defended the design, citing contrast with the tennis champion's brand.

A spokesperson for the law firm stated that any similarities with other brands are purely coincidental and it is highly unlikely there will be any consumer confusion. The firm is well-equipped to handle any potential legal issues that may crop up from the allegations.

The rebrand was created by Neon Brand Consultancy, while the controversial logo redesign was the work of design studio Johnson Banks. Questions have been raised about how the allegedly identical logo design wasn't flagged before.

The controversy has attracted public attention and sparked a discussion about logo design disputes. It has also raised questions about the importance of originality in logo design and the potential consequences of plagiarism.

Interestingly, Serena Williams has yet to comment on the allegations. No legal action has been served against Shepherd and Wedderburn as of the article's publication.

The rebrand was supposed to mark an "exciting new chapter" for the law firm. Despite the controversy, Shepherd and Wedderburn is standing strong with its rebranded identity.

The article suggests reading about other design disputes, such as a 40-year brand war and Ferrari's logo battle against an unexpectedly bizarre opponent. The controversy surrounding Shepherd and Wedderburn's logo serves as a reminder of the complexities and challenges in the world of logo design.