Wells Fargo to Vikings: Our signs are just fine
The Vikings’ position “belies common sense and the purpose of the signage. A sign is made to be seen,” according to the response signed by Lindquist & Vennum lawyers Christopher Grote and Brian Freeman.
The response notes the Vikings’ claim that “raised lettering and illumination of the signage irreparably injures them somehow by distracting from the image of the new stadium.” Wells Fargo’s attorneys call that a “never-before-recognized form of irreparable injury.”
The argument revolves around two signs, 56 feet by 56 feet, on the rooftops of the two 17-story towers. The red-and-gold signs have “Wells Fargo” in letters raised about 1-1/2 feet above the roof surface. The signs have not yet been lighted.
At the heart of the dispute is the multimillion dollar issue of branding. U.S. Bank has paid the Vikings undisclosed millions to put its name on the new stadium to promote the brand in widely broadcast events, including the 2018 Super Bowl. While U.S. Bank isn’t a party to the legal dispute, the Vikings presumably want to protect the value of the naming rights. The Vikings claim the signs would permanently “photo-bomb” the image of “iconic” U.S. Bank Stadium, which they emphasize is a public investment to be protected.Comment: Full 39 page response here.