Twitter tripping over use of word, 'Tweet'

Startup says it is 'uncomfortable' with third party developer using trademark

With the explosive rise in popularity of Twitter, the company is beginning to become wary of how smaller companies, which make use of its API, incorporate some of Twitter’s branding elements into their own.

Twitter recently contacted a third-party developer saying it felt ‘uncomfortable’  with how they were using the word ‘Tweet’, among other things.  Here’s the e-mail, which TechCrunch got a hold of...

Hi,

Twitter, Inc is uncomfortable with the use of the word Tweet (our trademark) and the similarity in your UI and our own. How can we go about having you change your UI to better differentiate your offering from our own?

What’s interesting here is that, Twitter, which once seemed to have its API doors wide open for developers to make use of, seems to be growing protective over its branding just now?

TweetDeck, Tweetboard, Tweetmeme, Twitpic, have been around for some time now, and plenty of others all make use of Twitter’s branding to some sense, whether by integrating the word somehow or simply ripping off the style and aesthetic of Twitter completely.

Let’s take a look at some logos from some of these companies in the Twitter ecosystem:

TweetDeck makes obvious use of the Twitter bird in its logo and the word 'Tweet'.  It doesn't really copy the font style or color scheme though.

Twitpic integrates 'Twit' in name.  Not quite Twitter, but close enough.  Follows similar color palette and rips off Twitter's font completely.

Tweetboard uses similar rounded font.  Stays away from the Twitter bird but keeps sky blue and white colors.

Tweetmeme.  Bird, same colors, you get the picture.

 Twitter, which recently applied a trademark to the word, 'Tweet,' responded to some minor media criticism, Biz Stone, co-founder of Twitter said in a blog post today,

We have applied to trademark Tweet because it is clearly attached to Twitter from a brand perspective but we have no intention of "going after" the wonderful applications and services that use the word in their name when associated with Twitter. In fact, we encourage the use of the word Tweet. However, if we come across a confusing or damaging project, the recourse to act responsibly to protect both users and our brand is important.

So it actually seems OK to make use of the word ‘Tweet’ in third party Twitter related projects.  But when it comes to using the word, ‘Twitter,’ the real-time update engine seems to have a problem.  Citing Biz Stone’s same blog post, he explained,

Regarding the use of the word Twitter in projects, we are a bit more wary although there are some exceptions here as well. After all, Twitter is the name of our service and our company so the potential for confusion is much higher. When folks ask us about naming their application with "Twitter" we generally respond by suggesting more original branding for their project. This avoids potential confusion down the line.

All in all, companies that make use of the Twitter API are obviously going to have some notable similarities to Twitter.  They are drawing from an engine that ultimately leads to one source.  So the question is, should these companies begin to try and separate themselves completely from the feel and look of Twitter when all the information on their services come from Twitter in the first place?  

Twitter is currently working on further fleshing out its guidelines and practices which seem to be getting more strict and confusing by the looks of things.

Image source - Tatooed Tees