Team GPT, an AI platform, just announced they’re changing their name, not because they wanted to, but because OpenAI sent legal letters asking them to stop using “GPT.”
Despite having their own trademark filings, the company shared that they were advised to avoid “non-amicable, lengthy, and costly proceedings.” So, they’re rebranding.
This situation is a wake-up call for startups: trademark issues can come fast and unexpectedly, especially when your name overlaps with a well-known brand.
As a trademark law firm that works with entrepreneurs and startups, Indie Law sees this all the time. It’s a reminder that:
- Just using a name or even filing for a trademark doesn’t guarantee you’re safe.
- Trademark conflicts often come down to likelihood of confusion, not bad intent.
- A name you love could still land you in legal hot water.
What This Means for Startup Founders and Online Brands
Trademark issues don’t always arise because of intentional copying or brand theft. In many cases, they come down to one key legal concept: likelihood of confusion. If your brand name is similar to an existing mark, especially one held by a dominant company like OpenAI, you could be on the receiving end of a cease-and-desist, regardless of your intent or trademark filings.
The cost of rebranding isn’t just financial. You risk losing customer trust, online visibility, and marketing momentum, all of which are hard-earned and difficult to rebuild.
That’s why getting it right from the beginning is critical.
Before you build a brand, protect it.
How do I trademark my business name?
You don’t have to figure this out alone.
As a trademark law firm serving clients nationwide, Indie Law helps business owners take proactive steps to protect their brand names.
At Indie Law, all consultations are virtual; no in-person meetings are required. Whether you’re launching your business or scaling fast, we can help you understand your options and avoid rebranding surprises.
👉 To get guidance from a trademark attorney, book a free virtual consultation at https://www.indielaw.com/call
*Disclaimer: This article is meant to share general information, not legal advice. Reading it doesn’t create an attorney-client relationship. If you’d like tailored help protecting your brand, our Indie Law Team is here to guide you.