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A high-stakes trademark battle between X Corp. and Multiply, a social media and PR firm, has reached a quiet conclusion, as both parties have agreed to drop all claims and counterclaims, sidestepping a December jury trial. The agreement, disclosed in a Wednesday court filing, puts an end to a legal feud over the strikingly similar “X” logos of both companies.

Settlement Details Remain a Mystery

Despite the resolution, the terms of the settlement remain undisclosed. However, Brandon Levitt, an attorney for Multiply, confirmed the case’s conclusion.

The agreement follows a recommendation for private mediation by U.S. District Judge Rita F. Lin last month, signaling that both parties preferred a behind-the-scenes resolution rather than a prolonged courtroom fight.

Battle of the ‘X’: How the Dispute Began

The lawsuit traces back to July 2023, when Multiply accused X Corp.—formerly Twitter—of trademark infringement, claiming the tech giant’s new “X” logo bore a “substantially similar” resemblance to its own.

Multiply’s logo consists of multiple parallel lines forming an X, while X Corp.’s branding features a hollow cutout design. The overlap in clientele only heightened tensions, as both companies cater to businesses seeking marketing and social media services.

According to Multiply’s complaint, the firm had secured its trademark rights in 2018, five years before X Corp. sought protection for its own rebranded identity in December 2023.

Failed Talks, A Lawsuit, and an Abrupt Ending

Multiply initially reached out to X in May 2023 to negotiate a resolution. The two sides even agreed to a two-month standstill, presumably to explore settlement options. However, Multiply claimed its attempts to communicate with X were met with silence, prompting the firm to file a lawsuit with four claims, including:

• Trademark infringement
• False designation of origin
• Common law unfair competition
• Violation of California’s unfair competition law

By October 2023, Multiply pushed for a swift resolution, arguing that time would only complicate a settlement. Meanwhile, X remained non-committal, merely suggesting it wanted to “further discuss ADR options.”

Now, with the lawsuit abruptly settled, questions linger over whether X Corp. compensated Multiply or if an alternative agreement was reached behind closed doors.

Legal Teams Stay Tight-Lipped

Neither X nor its attorneys have publicly commented on the settlement.

Multiply was represented by Ellis George LLP and Ross Levitt LLC, while X Corp. enlisted powerhouse law firm Debevoise & Plimpton LLP.

For now, the case is officially closed—but the battle over the iconic “X” may have just set a precedent for future branding wars.