Insurance Co. Battles Blue Cross to Keep ‘Clear Blue’ Trademark

Clear Blue Financial Holdings LLC has filed a lawsuit to defend its right to use the name “Clear Blue” despite trademark infringement claims by Blue Cross and Blue Shield Association.

The North Carolina-based insurance company is trying to register the name “CB Clear Blue Insurance Group” with the Patent and Trademark Office, according to a complaint filed March 16 in the U.S. District Court for the Western District of North Carolina.

The fight centers on the use of the word ‘blue’ in a health insurance-related trademark. It is possible for a company to establish a strong connection between itself and ...