Imitation is the sincerest form of flattery....

I think Auchan just used this typography because it's hip and ultra recognisable.

It reminds me a bit of the typography of Arthur Andersen & Co in the eighties, a company so much admired (and envied) that many small consulting, audit, tax and law firms imitated their logo.
(http://image.elite2000.co.k...)

Hey Luc,

Long time no post from me. I hope you are doing well and that the holidays are treating you good.

Google has an International Trademark Registration (Nr. 881006) on their device (Image) that claims France as a territory of protection. It was registered January 12, 2006.

In Trademarks, there are a total of 45 classifications of goods and services that owners can claim for their mark. Typically, marks are only protected in 3 classes. The Google mark in question is protected in classes 9, 38 and 42, which are typical classes in the computer sector.

Not all devices are registered with a description, but this one is. The following is the text of the Google device registration:

"The mark consists of the first letter "G" which is blue; the second letter "O" is red; the third letter "O" is yellow; the fourth letter "G" is blue; the fifth letter "L" is green; and the sixth letter "E" is red."

This makes your observation on the similarity very legitimate and probably would give Google a case should they wish to pursue legal action. Google would be considered a "Well-known trademark" which is more a label of perspective rather than an official status

Auchan has its own very large trademark portfolio and their own mark is registered in all 45 classes. I'm having my doubts if the legal department of Auchan were consulted before this marketing campaign began unless, of course, this was done with the blessing of Google, although I find this unlikely without a disclaimer of some kind.

As the trademark world is a bit strange as most legal services can be, there are no guarantees, but it would be fun to know if Google ever makes any fuss over this.

let's call google and find out!

I wouldn't have noticed the adds were based on Google, allthough I guess I would have unconsciously recognised something without actually realising what it was.
It's a simple application of the Zeigarnik-theory.