The self-storage industry is no stranger to competition and legal battles, and a recent dispute between U-Haul International Inc. and Public Storage Inc. highlights the complexities of branding in the sector. This legal fight over the use of the color and word “orange” serves as a reminder of the importance of industry associations like the Alabama Self Storage Association (ALSSA) in protecting and advocating for storage owners.

The U-Haul vs. Public Storage Legal Battle

On November 12, U-Haul filed a 75-page complaint against Public Storage, alleging that the latter was attempting to monopolize the use of the color orange in the self-storage industry. Public Storage had demanded that U-Haul cease using orange in its branding, prompting U-Haul to seek legal protection.

U-Haul argues that it has been using the color orange since 1945 and has built significant goodwill and brand recognition around it. The company also alleges that Public Storage has engaged in misleading practices, including filing fraudulent claims with the U.S. Patent and Trademark Office (USPTO) to secure exclusive rights to the color.

Public Storage, on the other hand, asserts that its association with orange dates back to its founding in 1972 and that it has made the color a central part of its branding and facility design. The company has recently enhanced its branding with more prominent use of orange in signage and building exteriors.

Why This Matters to Alabama Storage Owners

While this battle is taking place on a national level, it has significant implications for storage facility owners in Alabama. Here’s how:

1. Branding and Marketing Challenges – If Public Storage succeeds in securing exclusive rights to the color orange, smaller operators may need to reassess their branding strategies to avoid potential legal issues.

2. Legal Precedents – This case could set a precedent for how branding disputes are handled in the self-storage industry, potentially affecting how facilities in Alabama choose to market themselves.

3. The Role of Industry Associations – The Alabama Self Storage Association serves as a collective voice for local operators, helping to ensure that their interests are protected in cases of unfair competition or legal overreach.

4. Education and Compliance – ALSSA can provide guidance on trademark laws and branding best practices, ensuring that storage owners are informed and protected from potential legal entanglements.

How ALSSA Supports Storage Owners

The Alabama Self Storage Association plays a crucial role in supporting self-storage facility owners across the state. Here’s how membership can benefit you:

• Legal Advocacy – ALSSA monitors industry-related legal developments and provides resources to help members navigate regulatory challenges.

• Networking Opportunities – Members have access to industry events where they can connect with peers, share insights, and learn best practices.

• Educational Resources – ALSSA offers training sessions, webinars, and legal updates to keep owners informed about changes in the industry.

• Marketing Support – By joining ALSSA, storage owners can leverage association-backed initiatives to strengthen their local presence and customer reach.