{"id":23354,"date":"2020-05-25T05:57:38","date_gmt":"2020-05-25T12:57:38","guid":{"rendered":"https:\/\/theculturednerd.org\/?p=23354"},"modified":"2021-06-15T14:09:48","modified_gmt":"2021-06-15T21:09:48","slug":"warner-bros-changes-tenet-logo-to-avoid-confusion-with-a-bicycle-components-company","status":"publish","type":"post","link":"https:\/\/theculturednerd.org\/?p=23354","title":{"rendered":"Warner Bros changes &#8220;Tenet&#8221; logo to avoid confusion with a Bicycle components company"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"669\" height=\"363\" src=\"https:\/\/theculturednerd.org\/wp-content\/uploads\/2020\/05\/Tenet-poster.jpg\" alt=\"\" class=\"wp-image-23355\" srcset=\"https:\/\/theculturednerd.org\/wp-content\/uploads\/2020\/05\/Tenet-poster.jpg 669w, https:\/\/theculturednerd.org\/wp-content\/uploads\/2020\/05\/Tenet-poster-300x163.jpg 300w\" sizes=\"auto, (max-width: 669px) 100vw, 669px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">When the first trailer for\u00a0<strong>Christopher Nolan<\/strong>\u2018s new film\u00a0<em>Tenet<\/em>\u00a0came along, it arrived with a simple, slick title logo that inverted the last two letters in the title, referencing the \u201c<em><a href=\"https:\/\/theculturednerd.org\/2020\/05\/christopher-nolans-tenet-synopsis-is-just-as-confusing-as-the-trailer\/\">time inversion<\/a><\/em>\u201d that\u2019s at the center of the movie\u2019s plot. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Below is an Instagram post made by <em>Tenet Components<\/em> on Dec 19, 2019 when the first trailer dropped:<\/p>\n\n\n\n<figure class=\"wp-block-embed-instagram wp-block-embed is-type-rich is-provider-instagram\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/B6Rj2OanvQW\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"13\" style=\" background:#FFF; 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width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\"> View this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/p\/B6Rj2OanvQW\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\">A post shared by TENET COMPONENTS \u2122\ufe0f (@ride_tenet)<\/a><\/p><\/div><\/blockquote><script async src=\"\/\/platform.instagram.com\/en_US\/embeds.js\"><\/script>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The day after the first trailer was released, the biking website <em><a href=\"https:\/\/www.pinkbike.com\/news\/tenet-components-comments-on-logo-similarity-to-upcoming-christopher-nolan-film.html\">Pinkbike<\/a><\/em> (Via <em><a href=\"https:\/\/theplaylist.net\/christopher-nolan-tenet-logo-20200523\/\">The Playlist<\/a><\/em>) reached out to <em>Tenet Components<\/em> so they could clear the air and make sure everyone understood that their logo was not stolen from the film. The owner of the bicycle components company <em>Tyler Deschaine<\/em> said:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>\u201cWe were granted the trademark for \u201cTenet\u201d in the bicycle world on October 9th, 2018. In trademark law, that only protects us from word use within our industry. I don\u2019t have any issue with them using the word Tenet, there are thousands of trademarks for that word across dozens of industries. My issue is with the stabilization, but that is neither here nor there. I\u2019ve spoken with lawyers and despite the validity of my concerns, I\u2019ve been advised not to pursue it. Even sending a letter could potentially open myself up to a preemptive lawsuit from Warner Brothers. These sorts of things can get dragged on for years and the legal fees can go well into the hundreds of thousands of dollars. We\u2019re a tiny component company that is taking baby steps to carve out a place for ourselves in the industry. We in no way want to get raked through the coals of litigation. That would end poorly for us. Also, we\u2019ve got more important things to focus on, like developing new product and creating rad content.I want to make it clear that I never thought of this scenario as a get rich quick scheme. At the end of the day I just want to avoid potential damages to my brand\u2019s reputation and I suppose this article will help clear the air. Thank you Pinkbike for reaching out and giving the little guy a bigger voice. Now go see Tenet and think of us while the logo is spinning in front of your face.\u201d<\/em><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">After the statement was made public, Warner Bros reached out to <em>Tyler Deschaine<\/em> for his email followed after which he received a kind response from the director Christopher Nolan himself which was later posted on the bicycle company&#8217;s <em><a href=\"https:\/\/ridetenet.com\/pages\/a-letter-from-nolan\">business website<\/a><\/em> for everyone to see. The response from Nolan read: <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>Dear Tyler,<\/em><br><br><em>Warners just showed me the logo for your company, so I wanted to reach out directly and reassure you that our logo was arrived at without reference to yours. I know this because I designed ours myself, evolving it over the last six years, driven by a fascination with the symmetries of a word which is central to my story and its themes. I thought I\u2019d done something unique \u2013 but clearly you were driven by the same creative impulse. I guess lightning can strike twice, and obviously I understand that you would not want anyone thinking that you had been inspired by our movie\u2019s title treatment \u2013 feel free to quote me in shooting such misunderstandings down. I love our logo so I hope you won\u2019t feel this is necessary, but if you like, I can stop using it since it seems you went public with yours first.<\/em><br><br><em>Yours respectfully.<\/em><br><br><em>Chris Nolan<\/em><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s good to see that both Nolan and Deschaine rationally came to a mutual agreement about this fiasco. However, it would seem that Deschaine preferred that the studio not use the inverted lettering in the logo for <em>Tenet<\/em> since the latest trailer premiered with a more than plain title card instead.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"335\" src=\"https:\/\/theculturednerd.org\/wp-content\/uploads\/2020\/05\/tenet-newlogo-700x335-2.jpg\" alt=\"\" class=\"wp-image-23356\" srcset=\"https:\/\/theculturednerd.org\/wp-content\/uploads\/2020\/05\/tenet-newlogo-700x335-2.jpg 700w, https:\/\/theculturednerd.org\/wp-content\/uploads\/2020\/05\/tenet-newlogo-700x335-2-300x144.jpg 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s a shame that the studio couldn&#8217;t figure out a better design for the logo as the inverted letters were central to the theme of the movie. The inverted letters were probably what Deschaine was afraid of, but at least now, there won&#8217;t be further confusion between the 2 &#8220;Tenets&#8221;. <\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"entry-summary\">\nWhen the first trailer for\u00a0Christopher Nolan\u2018s new film\u00a0Tenet\u00a0came along, it arrived with a simple, slick title logo that inverted the&hellip;\n<\/div>\n<div class=\"link-more\"><a href=\"https:\/\/theculturednerd.org\/?p=23354\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &ldquo;Warner Bros changes &#8220;Tenet&#8221; logo to avoid confusion with a Bicycle components company&rdquo;<\/span>&hellip;<\/a><\/div>\n","protected":false},"author":72,"featured_media":23360,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[813,6],"tags":[1328,1327,1181],"class_list":["post-23354","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","category-film-tv","tag-christopher-nolan","tag-tenet","tag-warner-bros","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Warner Bros changes &quot;Tenet&quot; 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