A court filing released Friday reveals new details in the lawsuit filed by graphic designer Alan Tipp against Deion Sanders. The dispute centers on two logos – one featuring the word “Prime” and the other “Truth” – that have become prominent in Sanders’ personal brand as head coach of the University of Colorado football program.

Background of the logos

According to the complaint, Tipp, a Nebraska resident, created the designs in 2011 for Sanders ahead of the launch of the former Prime Prep Academy. The agreement signed that year was supposed to transfer the rights to Sanders in August 2011. Tipp alleges he never received compensation for his work and that an associate of Sanders, Sam Morini of talent agency SMAC, persuaded him to sign away his rights in exchange for promised work that never materialized.

Sanders’ response

Sanders, who was deposed last month, filed a declaration on Friday stating his use of the logos predates Tipp’s timeline. He points to an endorsement deal with Under Armour signed in April 2011, asserting that the company never objected to his use of the marks until the lawsuit was filed. “No one at Under Armour, or anyone else, objected to my use of these logos until this lawsuit was filed,” the statement reads.

Current trademark efforts

Through his organization Prime Time Enterprises, Sanders is attempting to trademark the “Prime” brand across a range of designs. A ruling in Tipp’s favor could halt those efforts and potentially require Sanders to cease using the contested marks.

Legal claims

The lawsuit, filed in January 2025, accuses Sanders and his representatives of evading Tipp after the agreement was executed. It also alleges that the statements made by Morini and SMAC were false at the time and that they knowingly misrepresented the facts to secure the rights.

Implications

While the case is a civil dispute over intellectual‑property rights, it highlights the broader issue of how high‑profile athletes and coaches manage branding and endorsement agreements. The outcome could affect Sanders’ ability to leverage the “Prime” name in future marketing and sponsorship deals.

Next steps

The matter remains pending in court. Both parties are expected to present additional evidence and testimony as the case proceeds.

Original reporting: Appleton, WI News Feed (HLL/CB) — read the source article.