Opinion ID: 718674
Heading Depth: 2
Heading Rank: 2

Heading: The Similarity Between the Parties' Marks

Text: 13 Having determined that the relevant protected mark is Duluth News-Tribune, we must consider the similarity between that mark and defendants' mark, Saturday Daily News & Tribune. The use of dominant identical words in common does not mean that two marks are similar. General Mills, 824 F.2d at 627. Rather than consider the similarities between the component parts of the marks, we must evaluate the impression that each mark in its entirety is likely to have on a purchaser exercising the attention usually given by purchasers of such products. Id. 14 Although the marks are aurally similar, when pronounced in their entirety the word Saturday and the ampersand in defendants' paper make the two distinguishable. Moreover, several significant visual distinctions distinguish the two marks. First, in defendants' paper the words news and tribune appear on different lines; in plaintiff's paper the words news and tribune appear on the same line. Second, defendants' title appears in two colors, i.e., red and black; plaintiff's title appears all in black. In addition, the size and style of type used by the two papers differs. Cf. Esquire, Inc. v. Esquire Slipper Manuf. Co., Inc., 243 F.2d 540, 542 (1st Cir.1957) (giving weight to distinctive script in avoiding likelihood of confusion). 15 The most significant distinction, however, is the defendants' placement of a blue banner reading, Publication of the Mesabi Daily News, Virginia and Daily Tribune, Hibbing beneath the title. Cf. Pignons S.A. de Mecanique v. Polaroid Corp., 657 F.2d 482, 487 (1st Cir.1981) (otherwise similar marks are not likely to be confused when used in conjunction with clearly displayed name of manufacturer). These distinctions appear to be sufficient to notify an ordinary customer that the papers originate from two different publishers. 16