Makes decision in lieu of allegations of trademark infringement; will phase out existing brand within a week.
MonsterHosting.ca, a Canadian web hosting and web solutions provider, today announced it will re-brand its products
and services under the BlueFur.com moniker, citing trademark concerns over its
use of the current name.
The company, which has been operating under the current brand since its founding
in 2003, will complete the shift to BlueFur.com within the week. All products
and services will remain unchanged, and no disruption in service is expected
during the transition.
BlueFur.com was chosen as the new brand so the company can continue to use
its signature mascot and distinctive blue-based color scheme.
“Making this decision was not easy, certainly after our success in
the past several years under the current name. However, we felt that
rather than exhausting hundreds of thousands of dollars in legal fees
defending our use of the name and possibly affecting our ability to
continue to deliver affordable hosting and world class customer
service, it was the best option to settle this matter out of court. We
are looking forward to resuming our concentrated marketing and branding
efforts now that we have placed this trademark dispute behind us.
Selecting a brand that allows us to continue using our lovable mascot
was a tricky venture. We strongly feel that BlueFur.com is a brand
name that is unique and easy to remember. It will also save time for
both our employees and customers, as BlueFur.com requires six fewer
keystrokes every time our site is accessed. We hope the name change
alone results in a significant boost to worker productivity on a global
level”, said Lisa Jones, President of the company.