Wildfire App Maker Fails to Block State App’s ‘Aware’ Branding

The owner of a “Wildfire Aware” trademark isn’t likely to show that software firm Intterra Inc.'s “AWARECA” public safety app infringes or that she would suffer irreparable harm without a ban on the brand’s use while her trademark suit proceeds, a federal judge ruled.

Rachael Brady herself argued many use “Aware” in the wildlife alerts and emergency notification field when she secured her company The Analytical Moose LLC’s own registration, leaving it little protection, the US District Court for the Eastern District of California said. Considering the term’s limited capacity to distinguish different entities, “Wildlife” serves to create plenty of ...