Exxon Mobil Corp. sued 21st Century Fox on Wednesday, arguing that the design of recently launched FXX network steals their Exxon logo.

The suit, filed Tuesday in U.S. District Court in Houston, challenges 21st Century Fox's trademark registration and seeks an injunction requiring that FXX remove the logo and stop using it. It also seeks triple damages for the harm caused to Exxon for the marketplace confusion.

The oil giant said that it contacted FXX to ask them to remove and stop using the interlocking FXX design, but they refused.

Among other things, Exxon Mobil argues that the use of the logo is a violation of the Latham Act, which governs trademark law, and that it is likely to "cause confusion, to cause mistake, or to deceive customers and potential customers." They argue that it makes it look as if FXX is affiliated with Exxon.

Exxon Mobil even included Internet comments from various websites, including one on TV.com in which a commenter wrote, "That FXX logo has to go, that is awful on a plate. Also, Exxon is going to be pissed."

A spokesman for FX did not immediately respond to a request for comment.


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