DISNEY SAYS IT COULD LOSE UP TO $40M IN GO.COM REBRANDING
Walt Disney "is grudgingly obeying a judge's order to
pull Go.com's green and yellow traffic light logo from its
properties, saying that in doing so it may lose" $40M in
branding investments, according to Marc Graser of DAILY
VARIETY. A judge ruled Friday that the Go.com logo is too
similar to that of competing search engine GoTo.com (See THE
DAILY, 11/15), and by the end of yesterday, Disney's Go.com
logo was "being replaced by a new logo, featuring the Go.
com moniker in green letters across a white rectangle." On
Monday, Disney requested a 60-day stay of the decision and a
raise of GoTo.com's $25,000 bond to $20M. Disney and
Infoseek are "said to have spent" $40M to put the Go.com
logo on "everything from mousepads and hockey scoreboards to
TV spots and billboards." Sources said that Disney had the
chance to settle the dispute in "early October but decided
to pull out ... opting instead to flex its corporate
muscle." Disney "does not plan to change the Go Network
name" (DAILY VARIETY, 11/16). In L.A., Greg Miller reports
that ESPN and ABC "stopped using the traffic light symbol"
(L.A. TIMES, 11/16). The new Go.com logo is featured in the
upper left hand corner of ESPN.com (THE DAILY).