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The battle of the Gos

Published on .

GoTo.com, Pasadena, Calif., has filed a suit in U.S. District Court in Los Angeles against Walt Disney Co., Infoseek Corp. and related entities alleging trademark infringement. GoTo.com seeks an injunction barring Disney and Infoseek from further using the Go Network logo to promote the Go portal, alleging that the similarity between the two companies' logos is likely to confuse consumers. Both logos use a traffic light. GoTo.com is a paid search engine that ranks results in order of advertisers' bids. The suit comes more than a month after Go Network launched its portal site with a branding campaign led by CKS Silicon Valley, Cupertino, Calif. The portal combines the Infoseek search service with Disney sites under the Buena Vista Internet Group, including ABCnews.com, ESPN.com, Mr. Showbiz, Disney.com and Disney's Blast Online. At the launch, Barak Berkowitz senior VP-general manager of Go Network and Infoseek, rejected assertions that the companies' names or logos bore any resemblance to each other. ``They're completely different brands,'' he said. ``I don't think they should be confusing to each other.'' GoTo.com is ``clearly a search engine.''

Copyright February 1999, Crain Communications Inc.

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