wanted to devise a distinctive brand name to stand out in the market. He selected the name Rabbit as it sounded warmer and more friendly. Joseph had studied Russian and sketched out a logo based an inverted 'Я' character from the Cyrillic alphabet with a dot in the middle, which resembled both the Latin alphabet 'R' and the head of a rabbit. Hook successfully pitched the idea to the Barclays Philips Shell consortium (BYPS) and signed with them in 1989. Legal dispute When BYPS sold the telepoint network business to Hutchison in late 1990, Hook Advertising refused to sign over the copyright of the Rabbit logo. Hutchison had terminated the contracts of other BYPS suppliers and Hook Advertising believed both that they were about to have their own contract terminated too and that signing over the copyright was not part of their contract. Hutchison terminated the contract in September 1991 and sued Hook Advertising in the High Court for an assignment of the copyright. Hook Advertising replied by suing Barclays, Philips, Shell and Hutchinson for various breaches and severances of contract. Barclays in turn sued Hook Advertising. Litigation continued for four years. References Citations Sources External links Article with photos of a Rabbit handset and base station Oftel - Brief History of UK telecoms Report on digital cordless networks from 1992 (Dr. Walter H. W. Tuttlebee) The Rabbit setup kit - Science & Society Picture Library Advertising and marketing controversies Mobile phone companies of the United Kingdom Orange S.A. 1992 establishments in the United Kingdom 1993 disestablishments in the United Kingdom