• SEOmoz, Tuesday, May 6, 2008 12:15 PM

Sarah Bird tackles some of the industry furor over the recent trademark infringement case between two Florida companies, finding that there's actually no need for alarm.

Orion Bank sued Orion Residential Finance for using its trademarked terms "Orion," "Orion Bank," and "Orion Bancorp" with the AdWords negative keyword option--and won. But the companies didn't actually go to trial, instead, settling out of court.

While some have argued that the settlement sets a dangerous precedent for future battles over trademark usage and negative keywords, Bird notes that the case was unique because of the similarities between the two companies' names, and the nature of their businesses.

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