"LX" Told Not to Use 'LX Holdings' Name: LX Considers Injunction Against New Holding Company by Koo Bon-joon

"LX's Prominence and Distinctiveness Exploited Without Compensation"

[Asia Economy Reporter Kim Ji-hee] Korea Land and Geospatial Informatix Corporation (LX) is considering legal action after the newly established holding company of Honorary Chairman Koo Bon-joon, who is separating from LG Group, decided to adopt the new trade name 'LX'.

On the 22nd, LX announced plans to take legal measures, including filing a provisional injunction, against the use of the trade name by Koo Bon-joon's newly established holding company, LX Holdings.

The LX Board of Directors' Operating Committee held a meeting on the 19th and strongly opposed the LG new holding company's decision to adopt the name LX and proceed with trademark registration without prior consultation, ordering to devise legal measures to stop this. The LX board members expressed concern, stating, "The use of the identical trade name by Koo Bon-joon's new holding company is an act of unfairly riding on the reputation and distinctiveness that LX has built over time," and added, "It could undermine the credibility and authority of the public institution and increase public confusion."

In 2012, LX unveiled a new corporate identity (CI) and brand identity (BI), replacing signboards and outdoor advertisements at 12 regional headquarters and 169 branches. Since then, LX has promoted its brand through TV, radio, and newspaper advertisements.

LX emphasized, "Our official development assistance (ODA) projects, which transfer our advanced technology and know-how to developing countries, are national projects carried out in collaboration with the government, the World Bank, and the United Nations. There is a high risk of confusion with the new holding company, which could jeopardize the public nature of these projects."

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