A decades-old brand name is now at the center of a high-stakes legal battle. In the Google Gemini TM Suit, a New Jersey electronics company claims Google’s expansion of its “Gemini” artificial intelligence brand into consumer hardware tramples on trademark rights that date back more than 50 years.
P2B Trading Co. Inc., which says it has sold speakers and other audio equipment under the “Gemini” name since 1974, filed the lawsuit Thursday in Florida federal court. The company alleges that Google LLC’s planned rollout of a Gemini-branded home speaker threatens to overwhelm its long-standing mark.
“If defendant is permitted to sell a speaker under the ‘GEMINI’ name, defendant’s extraordinary market power will immediately and permanently overwhelm plaintiff and its registered trademark rights,” the complaint states, warning of irreparable harm to its business, goodwill and customer relationships.
A Trademark Older Than Google
P2B says it has held a federal registration for the “Gemini” trademark since June 1998 — years before Google was founded. The registration covers a range of electronic products, including loudspeakers, wireless headphones, CD players and turntables.
The company describes itself as the exclusive U.S. owner and controller of the Gemini mark for speakers, adding that its products are sold at major retailers such as Target, Lowe’s, Guitar Center, Best Buy and Walmart.
Far from being a stranger to technology, P2B says software has been woven into its business for years. Around 2008, a predecessor launched “Gemini GROOVE” software featuring what it calls early AI-driven audio analysis. The company also issues firmware updates for its products and says it is developing expanded AI-enabled software offerings in the audio space.
“Software has long been a part of plaintiff’s business,” the suit says, noting plans to integrate additional AI functionality into its audio products.
