It is a full-blown color war.
Northwell Health hospitals have, allegedly, ripped off NYU Langone’s color scheme in advertisements and in the appearance of one of its buildings in a bid to profit off the smaller medical center’s strong reputation, according to a federal lawsuit filed Thursday.
NYU Langone says Northwell engaged in “deceptive trade practices” by using their purple.
“Northwell has bathed its Peconic Bay Medical Center in the same or nearly same purple color that is prominently featured in NYU Langone’s distinctive advertising as well as in the community” to “capitalize” on the university’s hospital network’s brand, according to the lawsuit, filed in Manhattan federal court.
“By hitching its brand to NYU Langone, Northwell has created a likelihood of confusion as to the affiliation,” the court papers state.
Northwell’s “confusingly similar advertising” is a “scheme to trade off the good will and reputation of NYU Langone,” which was ranked the state’s best hospital US News & World Report last year.
Northwell allegedly mimicked NYU Langone’s white font and “accent colors” in digital ads for women’s health programs. But when NYU sent Northwell a cease and desist letter in May demanding the company change its ads, the firm allegedly continued to promote itself in purple online, according to the suit.
The lawsuit ultimately accuses Northwell of “unfair competition, trade dress infringement, false advertising, and deceptive trade practices” and seeks unspecified monetary damages. NYU stated it acquired trademarks for its designs that include purple.
New York University itself notes that its athletes are known as “the Violets,” and also notes the school’s style guide cites violet as its official color.
Ramon Soto, chief marketing and communications officer for Northwell, said the firm’s identity isn’t defined by purple.
“NYU Langone’s claim that it owns the color purple for health care services is nothing short of preposterous. And it’s an insult that part of the complaint includes a hospital’s Code Lavender COVID-19 memorial,” Soto told The Post Thursday.
“Northwell Health is proud of its distinct branding, which uses a wide variety of colors, and how it leverages research, education and clinical excellence to differentiate from others in the market. Northwell is much more than just a color in our ads.”
