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They're not even using the same pink! So this isn't just a usual "trademarks just work this way" thing, it's also a question of how much of the colorspace a trademark can own.

The techcrunch article is a bit more informative -- https://techcrunch.com/2019/11/04/lemonade-gets-a-nastygram-...

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I'm going to trademark the color blue. Now every silicon valley startup is infringing.

I bet if your company was named IBN and you used a similar font and shade of blue to IBM's, you'd be hearing from their lawyers.

In this case, I don't think a typical consumer would see brand confusion, which is really the benchmark for trademark enforcement usually.

A comment elsewhere here links to a color comparison. Looking at them, I doubt I could tell you which one is T-Mobile and which is Lemonade with confidence greater than chance.

Oh, I could immediately recognize which one was T-Mobile when I looked at the comparison. T-Mobile has a subdued magenta, whereas Lemonade uses bright hot pink. You can see the stark difference on their websites as well (though when you hover over one of the Lemonade buttons, it looks practically identical to the T-Mobile magenta).

I believe both of you :) Human color perception is weird like that.

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