This article goes to show you that in some cases, even a branding strategy using colors needs to be investigated first before being implemented. It seems that the color orange is a hot topic among to different entities and one of them is seeing red over it!

Orange SA, France T�l�com SA’s mobile telephony division, is seeing red over the branding strategy being used by mobile operator easyMobile.com. It launched a trademark infringement suit against the U.K. startup this week to prevent what it sees as misuse of its shade of orange.

Orange began the court action after six months of negotiations failed to persuade easyMobile.com to drop the color from its advertisements and marketing materials, the company’s U.K. subsidiary, Orange Personal Communications Services Ltd., announced this week. Orange claims that easyMobile.com is attempting to “pass itself off” as Orange by using a similar color.