In the world of haute couture and luxury perfumery, the look of a logo means almost everything. Chanel’s interlocking “CC” letters are known by millions around the globe—serving as a symbol of luxury, elegance, and billions in profits. That is precisely why the French fashion house reacts with extreme sensitivity to any attempts by other brands to use a similar symmetry in their design.
This time, the American brand Duke & D’Or, which decided to register a trademark for a new logo featuring two “D” letters, found itself in the crosshairs of Chanel’s legal department.
In the fall of 2025, Duke & D’Or filed an application with the United States Patent and Trademark Office (USPTO) for trademark registration. The mark in question is a monogram of two stylized, interlocking letters “D”—with the second letter “D” mirrored horizontally.
The application covers a standard set of luxury goods: perfumes, eau de toilette, and colognes; scented body sprays and lotions; as well as skin and hair care cosmetics.
The mirrored interlocking of two letters on perfume bottles and caps proved to be far too familiar of a visual technique. Chanel’s reaction was not long in coming.
While Chanel has not yet filed a formal opposition, it has taken an important strategic step to buy time. The fashion house requested an official extension of time to file an opposition with the US Trademark Trial and Appeal Board (TTAB) until November 2026.
Interestingly, Chanel is not the only giant spooked by the new logo. Concurrently, another cosmetics company, Dana Heritage, also requested extra time to examine the case.
For giants of Chanel’s caliber, protecting their monogram is a matter of brand survival. If bottles bearing a “DD” logo—which visually copies the legendary interlocking “CC” from a distance—appear on shelves next to the classic “Chanel No. 5,” an inattentive buyer could easily confuse the two.
Whether this story escalates into a full-scale legal battle will become clear this fall when the deadlines for the legal extension period expire. However, this case clearly demonstrates that in the beauty business, even the mirror reflection of a single letter can be worth millions of dollars and ignite major corporate wars.
Founder of Research & Patent group Intectica, author of patent algorithms for solving problems in the pharmaceutical industry, patent attorney certified in all intellectual property objects (Patents, Design, TM), with education in chemistry and law, chief expert of the patent institution of Ukraine UKRPATENT (1997-2004). Member of international organizations, including ECTA, PTMG, UAM, lecturer and blogger.
