Hogan Lovells to rethink name over trademark issues

The merger between Hogan & Hartson and Lovells has hit another snag after it emerged that the Hogan Lovells name has already been trademarked by a road haulage company in Nebraska.

The soon-to-be-merged firm could now face a costly litigation battle unless the  name is changed.

It is understood that senior management at both firms are considering a number of alternative monikers including Love Harts, Love Hog and HoLo.

Hogan Lovells Haulage confirmed that it has instructed counsel and is prepared to act to stop the transatlantic firm from using its brand name.

Chief executive Jack Ennory told The Lawyer: “Our brand’s very important to us and the people of Nebraska recognise that. The last thing we want is to have a bunch of limeys calling us up for legal advice – we’re just not qualified for that sort of thing.”

A Lovells spokesperson said: “We’re taking the threat very seriously indeed. We’re aware of the cultural sensitivities around an issue like this and the last thing we want to do is take on the Nebraskan truckers.”