New York City-based NYU Langone Health and New Hyde Park, N.Y.-based Northwell Health have reached a settlement agreement involving a dispute over an advertising campaign.
In 2023, NYU Langone sued Northwell in federal court, asserting the competitor tried to “confuse” patients by copying some of its marketing materials, including its signature color purple and fonts, a contention Northwell called “preposterous.” A judge dismissed key claims the following year but allowed NYU Langone to amend its complaint.
Northwell and NYU Langone agreed to preliminary settlement terms Dec. 22 following “months of negotiation,” promising a final agreement by Feb. 20, according to court documents reviewed by Becker’s.
“Northwell acknowledges that dark purple is a recognized feature of NYU Langone’s brand identity, including its advertising, marketing and communications,” the health systems told Becker’s in a joint statement Feb. 6. “Northwell will continue to express its brand identity by featuring the many colors in its constellation color palette. With this statement, the parties have stipulated to dismissal of the lawsuit and will not be making any further comments regarding this litigation.”
Northwell, with $18.6 billion in annual revenue, is the largest health system in the state of New York, while NYU Langone isn’t far behind at $15.4 billion. NYU Langone claimed the mimicry began after it started moving into Northwell’s territory on Long Island, while Northwell countered that its logo includes 16 colors that it uses for different marketing campaigns depending on the situation.
A judge in U.S. District Court for the Southern District of New York dismissed the case with prejudice Dec. 29. NYU’s student newspaper, Washington Square News, first reported on the development Feb. 5.
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