Toronto Blue Jays opposing university’s application to trademark team logo

OMAHA, Neb. – The Toronto Blue Jays are contesting Creighton University’s use of a new logo, saying the depiction of the school’s “Bluejay” too closely resembles the logo of the major league baseball team.

The Blue Jays filed a notice of opposition this month with the U.S. Patent and Trademark Office, opposing the university’s application for a trademark.

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Creighton’s new logo debuted in September 2013, coinciding with the school’s move from the Missouri Valley Conference to the Big East.

The Toronto Blue Jays argue Creighton’s logo would lead the public to believe goods sold by the university are “approved, endorsed or sponsored” by the baseball club.

Creighton general counsel Jim Jansen said Wednesday he’s in discussions with representatives of the Toronto club to resolve their concerns.