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Laser battle: Blaze claim New Beacon Helmet infringes copyrighted design of their Laserlight innovation

The Beacon Helmet projects an image of a bike that Blaze say uses their copyrighted imagery, and have threatened legal action; however Beacon Helmet claim no trademarks have been violated

Beacon Helmet, a Kickstarter project that road.cc recently reported on, is being accused of copyright infringement by Blaze because they claim the laser image of a bike that projects out of the front of the helmet is Blaze’s own patented innovation, appearing on their Laserlight front bike light.

Review: Blaze Laserlight front light
Blaze Laserlight to be rolled out across Santander Cycles scheme

The £249 helmet has indicators, built-in speakers and also beams lasers either side of the rider, but the use of the laser-projected image of a bike out front is where Blaze claim the product utilises their own copyrighted technology. Blaze founder and creator Emily Brooke said of the Beacon Helmet product and its Kickstarter campaign: “It’s very frustrating to see a company use our innovation and imagery when we’ve invested so much time and energy in to making cycling safer, it’s unsatisfactory.
“We just hope they take it down on this occasion, or we will be taking legal action because it goes against what we do as a company.” 

In response, Jeff Zhang of Beacon Helmet told road.cc: “The third party company is referring specifically to the laser-projected bike image. They wouldn't be able to claim to have a patent for laser projection from a helmet because I hold that patent. This company only allege that the shape of our green bicycle projection looks like their trademarked image.
“I guess some companies just don't like new companies like ours competing with them.” 

Beacon Helmet have changed the bike image in their promotional video (above) that appeared in our original article, saying: “This does not mean we agree with the third-party’s view that using the green bicycle image is a violation of their trademark. We are doing this so to make sure our campaign would not be forcefully stopped for the moment.” 

Blaze also began life as a Kickstarter project itself, successfully raising more than double its original £25,000 target to bring their Laserlight into production, and also the Burner rear light in a separate campaign. The company scooped a contract with Santander Cycles in late 2015 to have 11,500 Santander hire bikes fitted with Blaze Laserlights. An advert featuring Jenson Button, Jessica Ennis-Hill and Rory McIlroy was made to celebrate the partnership.

Blaze Laserlight front light - cockpit

 

A source also claimed that a Beacon Helmet employee purchased a Laserlight last year; however Zhang claims that isn’t possible, as the company was only incorporated in February 2017. 

 

Jack has been writing about cycling and multisport for over a decade, arriving at road.cc via 220 Triathlon Magazine in 2017. He worked across all areas of the website including tech, news and video, and also contributed to eBikeTips before being named Editor of road.cc in 2021 (much to his surprise). Jack has been hooked on cycling since his student days, and currently has a Trek 1.2 for winter riding, a beloved Bickerton folding bike for getting around town and an extra beloved custom Ridley Helium SLX for fantasising about going fast in his stable. Jack has never won a bike race, but does have a master's degree in print journalism and two Guinness World Records for pogo sticking (it's a long story). 

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35 comments

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BarryBianchi | 7 years ago
6 likes

Neither of them will be a patch on the lighting up of the faces of the litigation lawyers.

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TedBarnes | 7 years ago
2 likes

Are they claiming patent infringement or copyright infringement - they're quite different things. 

Patent infringement on my understanding would be unlikely to cover the precise colour and shape of the stylised bike image being projected. Patent would be more about the how the idea of projecting such an image had been implemented i.e. the invention. 

Copyright would be about the design itself. NB, copyright would be different again to trademark violation. 

 

I'd couldn't quickly find clear examples of the stylised bike image that each of these projects, but they don't look entirely identical to me. The curved frames looks vaguely similar, but there's obviously only so many ways you can draw a stylised bike... 

Patents are supposed to cover non-obvious innovations, but seems you can get patents for pretty much anything these days. So I'd guess that's what they're claiming. But personally I think bringing such a claim will make any claim to be promoting cyclist safety sound a bit hollow - if it's such a great innovation for safety, why prevent others from running with the idea in other ways?

 

Edit: non of the above obviously deals with the question of whether having all this on a helmet, with the laser image moving widly around whenever you move your head, is actually a good idea in the first place...

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CygnusX1 replied to TedBarnes | 7 years ago
0 likes

gw42 wrote:

Edit: non of the above obviously deals with the question of whether having all this on a helmet, with the laser image moving widly around whenever you move your head, is actually a good idea in the first place...

Unless it's a military/supervillain grade laser (sharks optional) that can take out close-passing, left-hooking drivers (or at least disable their metal killing machines), then the answer is no.

[Deborah Meaden voice] Sorry, but I'm out [/DM voice] 

Avatar
mdavidford replied to CygnusX1 | 7 years ago
1 like
CygnusX1 wrote:

Unless it's a military/supervillain grade laser (sharks optional) that can take out close-passing, left-hooking drivers (or at least disable their metal killing machines), then the answer is no.

I wouldn't want to be the one who had to fit these helmets to the sharks...

Avatar
Yorkshire wallet | 7 years ago
1 like

Can't help laughing at that video as everyone riding a bike in it looks as competent as a 4 year old. What's with doing 5mph and wobbling all over the road?

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