A signature feature of OnePlus phones is their distinctive red charging cable, which together with an accompanying fast charger makes up the company’s proprietary Dash Charge technology. Well, that’s what it used to be called until this spring, when the EU rejected OnePlus’ application for a trademark on the Dash brand, following complaints from Amazon and Bragi, as spotted by Android Police. Amazon has its Dash easy-ordering buttons, whereas Bragi’s flagship wireless earphones are called The Dash and The Dash Pro. Both argue that there’s a risk of OnePlus’ fast-charging tech being confused by consumers as a product of theirs if it continues using the Dash name.
Bragi’s latest move has been to escalate its complaint to legal bodies both in the United States and the European Union, requesting that OnePlus cease using its Dash Charge branding. OnePlus, for its part, doesn’t appear to be putting up any protest, and its current OnePlus 6 flagship makes no mention of Dash Charge, reverting instead to just generic fast charging. There are still lingering spots where the name remains visible, such as the OnePlus 3T page, and those remnants are probably the thing Bragi is unsatisfied about and demanding they be wiped completely.
For OnePlus, the failure to secure a trademark around Dash Charge is quite a major setback. The company invested heavily in popularizing the name, went to the trouble of designing a logo for the sub-brand, and was just starting to market Dash Charging on the OnePlus Bullets Wireless earlier this year. Now, even those marketing materials have been amended, with OnePlus recommending that you use an official OnePlus charger and cable, omitting the Dash branding entirely.