A new legal rivalry may be simmering in the technology scene, as prominent design software giant Figma has sent a cease and desist letter to emerging no code AI startup Lovable, seeking to prevent them from using the phrase “Dev Mode” for their recently released feature. The issue arises from Figma’s own registered trademark on the phrase, granted by the U.S. Patent and Trademark Office last year.
The controversy heightens because “dev mode” is not exactly a novel phrase in the world of software; variations of it appear broadly across numerous platforms for software developers. In fact, big tech platforms like Google’s Chrome, Apple’s iOS, and Microsoft’s Xbox offer features officially termed “developer mode,” which are colloquially referenced as “dev mode.”
Trademarking such a widely used term, critics argue, is comparable to trying to trademark the word “bug” for debugging, raising confusion and skepticism about the viability of enforcing this trademark. Yet, since trademarks must technically be defended to remain valid, the choice to send Lovable a “polite” notice appears almost mandatory as opposed to aggressive.
Lovable CEO Anton Osika has openly dismissed Figma’s demands, sharing publicly with TechCrunch that there are no immediate plans to rename the feature. Whether this conflict escalates into lengthy litigation remains uncertain, but any such scenario could heavily tax Lovable’s resources, considering it recently closed a $15 million seed funding.
Rising Competition Challenges Traditional Design Tools
Lovable bills itself as part of a fresh wave of “vibe coding” startups, which utilize text prompts from users to rapidly generate fully structured and editable code. Its contested “dev mode” feature was introduced only weeks ago, specifically to enhance code editing capabilities within its platform.
Interestingly, Lovable openly positions itself as a direct competitor to Figma, boldly stating on their homepage that users can bypass the cumbersome prototyping typically associated with tools like Figma. Lovable’s unique challenge resonates across numerous emerging similar startups, signifying deeper competitive friction rather than a mere trademark quarrel.
On the other hand, Figma, now approaching a highly anticipated IPO process, previously reached a valuation milestone of $12.5 billion, clearly marking it as the incumbent heavy hitter in the sector. A spokesperson hinted at the competitive undertones by confirming to TechCrunch that similar letters were not sent to tech giants like Microsoft because their products operate in “a different category of goods and services.”
Anton Osika stayed adamant, suggesting that instead of focusing excessively on trademark enforcement, Figma should channel its attention to improving its platforms and customer experiences. He also confidently stated that Lovable was already capturing former Figma customers, emphasizing the market disruption brought by new, more nimble companies.
Even Figma’s CEO Dylan Field recently recognized the rise of “vibe coding” technologies during an interview with Garry Tan, president of Y Combinator. While Field acknowledged these tools’ benefits in rapid prototyping, he questioned their practical capability for full scale design workflows and code finalization.
Lovable’s Osika, meanwhile, demonstrated strong readiness for competition by publicly posting the cease and desist notice accompanied by a smiling emoji, signaling willingness to weather legal intimidation with a dose of playful defiance. This developing feud, therefore, embodies not just trademark law interpretation, but an innovation clash that highlights shifting dynamics within design and coding product markets.
