M Welles & Associates v. Edwell, No. 22-1248 (10th Cir. 2023)
Annotate this CasePlaintiff-Appellant M Welles and Associates, Inc. (“Welles”) appealed a district court's decision concluding that Defendant-Appellee Edwell, Inc. was not liable for trademark infringement, thereby granting granted final judgment for Edwell. "The marks at issue are undoubtedly similar:" Welles used the mark "EDWEL," whereas Edwell uses the mark "EDWELL." Similarity notwithstanding, the magistrate judge found that consumers were unlikely to be confused by the marks because Edwell never intended to copy Welles’s mark, the parties operated in different markets, consumers were likely to exercise a high degree of care in selecting the parties’ services, and there was almost no evidence of actual confusion. On appeal, Welles argued the magistrate judge applied an erroneous legal standard in analyzing likelihood of confusion, urged the Tenth Circuit Court of Appeals to adopt a presumption of confusion for cases like this one, and contended that the magistrate judge clearly erred in finding no likelihood of confusion. The Tenth Circuit rejected each of Welles’s arguments and affirmed final judgment for Edwell.
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