Date
23 March 2017
Artist Romero Britto claims Apple copied his signature bold bright colors and cartoony figures in its recent marketing campaign. Photo: Reuters
Artist Romero Britto claims Apple copied his signature bold bright colors and cartoony figures in its recent marketing campaign. Photo: Reuters

Florida artist sues Apple over campaign design

A Miami, Florida-based artist is suing Apple Inc. for allegedly copying his signature bold bright colors and cartoony figures in a recent marketing campaign.

The lawsuit, filed in the Southern District of Florida, claims the technology giant and its design firm mirrored Brazilian-born Romero Britto’s style in artwork used in the company’s Start Something New campaign, Reuters reported.

Apple’s work features a rainbow-colored hand emitting multicolor wisps of smoke on its website and at retail locations across the world, according to the lawsuit.

“I came across them in Las Vegas in late January, and then in China three weeks later,” said Britto’s lawyer Robert Zarco.

The suit demands Apple and the design firm Craig & Karl immediately cease using the images.

Britto’s “distinctive style of artwork has become so famous and pervasive as to constitute a distinctive trade dress that identifies the highly-coveted lifestyle brand”, the complaint said.

A monetary demand has yet to be filed, but “the amount is going to be in the millions of dollars”, Zarco added.

A spokesman for Apple and Craig & Karl — designers Craig Redman of New York and Karl Maier of London — couldn’t immediately be reached for comment.

Britto’s vivid work is featured across Miami where it has made its way onto tourist and lifestyle goods distributed across the world. His art has been printed on the Florida lottery tickets, Barbie dolls and baby strollers, the newspaper said.

– Contact us at english@hkej.com

CG

An example of Romero Britto’s artwork. Photo: Internet


A detail from Apple’s "Start Something New" marketing campaign design. Photo: Apple


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