SALT LAKE CITY–A federal judge here has ruled the $1.8-billion, Utah-based University First FCU can continue to use “UFirst” as its trademark despite a lawsuit filed by $137.8-million, New York-based UFirst FCU that alleges the similar name has caused confusion among consumers.
While UFirst FCU alleged University First FCU was using a “nearly identical mark and website,” Judge Jill N. Parrish ruled that because the two credit unions are located on opposite sides of the country, they do not have an overlap in their markets.
New York-based UFirst has also alleged similarities in Internet URLs are also causing confusion in the market. UFirst Federal Credit Union can be found at www.ufirstfcu.net, while University First FCU can be found at www.ufirstcu.com.
Separately, Utah First FCU also filed a trademark infringement case in March of 2022 in U.S. District Court for the District of Utah, according to court records.
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