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A small Missouri company with the word "Bing" in its name has sued Microsoft for branding its search engine with the same word, alleging trademark infringement and unfair competition by the software giant.
Bing Information Design filed the case in a St. Louis circuit court this week, seeking damages including corrective advertising paid for by Microsoft to eliminate confusion between the brands, the company's law firm said in a statement on Thursday.
The design company, which offers computer-related illustrations and other services, has used the name Bing since 2000 and applied to register the trademark "Bing!" on May 26, according to U.S. Patent and Trademark Office records. The USPTO initially refused the application on Aug. 25, giving the company six months to file supporting information.
Microsoft filed its application for the trademark "Bing" (without the exclamation mark) on March 2.