Geely's "Wing" Logo Triggers Lawsuit: Aston Martin Appeals to the UK High Court

In April 2026, a rare trademark lawsuit pitting "a company against its shareholder" commenced at the High Court in London. The claimant is British ultra-luxury sports car brand Aston Martin, while the defendant is its third-largest shareholder, China's Geely Holding Group, which holds a 17% stake. The core of the dispute lies in Geely's "wing" logo, which is alleged to be too similar to Aston Martin's classic design.

Aston Martin claims that its famous "wing" trademark, in use since 1927, is the core symbol and soul of the brand. Geely, for its subsidiary London Electric Vehicle Company (LEVC, the manufacturer of the London black taxi), designed a new emblem that also adopts a wing shape, with a circular badge featuring a horse head embedded in the centre. Aston Martin argues that Geely's design has obvious "copycat" characteristics, potentially causing consumer confusion and diluting the distinctiveness of its brand.

Previously, Geely applied to register three wing-shaped logos in August 2022. Aston Martin promptly filed a formal opposition with the UKIPO in January 2023. After a hearing in September 2025, the UKIPO (UK Intellectual Property Office) rejected Aston Martin's request on 16 March this year.

The ruling pointed out that there are "key differences" in the details of the two logos. For instance, the horse head motif in the centre of Geely's logo is clearly different from Aston Martin's rectangular wordmark, and it is unlikely that consumers would confuse a luxury sports car worth over £150,000 with the electric black taxis commonly seen on London streets. Furthermore, wing-shaped logos are not uncommon in the automotive industry, with brands such as Bentley and MINI also using similar elements.

Disagreeing with the UKIPO's decision, Aston Martin formally appealed to the High Court in London in mid-April. The peculiarity of this lawsuit lies in the highly unusual shareholder relationship between the parties: Geely is Aston Martin's third-largest shareholder. In 2023, Geely acquired a 17% stake in Aston Martin for approximately $310 million. Geely has a deep presence in the UK market, already owning several British brands including LEVC (London Electric Vehicle Company) and Lotus, and its investment in Aston Martin is an important part of its global strategic layout.

The case has now entered the UK High Court. The judgment will determine whether Geely's new LEVC logo can be registered in the UK. China Intellectual Property Lawyer Network will continue to follow subsequent developments.