First Southern Federal Savings & Loan Association of Mobile, Alabama v. First Southern Savings and Loan Association of Jackson County, Mississippi

Appellant, an Alabama savings and loan association, alleges that appellee,.a Mississippi savings association, has adopted and used a confusingly similar name. The district court found no substantial likelihood of confusion. We affirm.

I

Appellant, federally chartered in the 1930’s, adopted its present name, First Southern Federal Savings & Loan Association of Mobile, Alabama (First Southern Federal of Mobile) in 1974 with the approval of the Federal Home Loan Bank Board. Its signs and advertisements generally have “1st” in white letters on a square black background, then “Southern” in blue…