The creative options for designing a trademark are practically limitless in this digital age. So, it comes as a shock one company’s trademark should look exactly like a clone of another given this fact.

The Boring Company is a tunnel boring and infrastructure company founded in 2017 by Tesla CEO Elon Musk, who, when caught in traffic one day, wondered if he could avoid all of this by travelling underground.

"The Morning Show" is an upcoming series to debut this fall on Apple’s new TV Plus streaming service. It’s Apple’s first big TV show and stars Steve Carell, Jennifer Aniston, and Reese Witherspoon as morning show hosts battling against their separate personal and professional demons.

Nothing in common with these two -- except their logos.

The first trailer of "The Morning Show" released Monday depicting the show’s new trademark immediately sent social media into overdrive. "The Morning Show" trademark looks uncannily similar in design to The Boring Company trademark that debuted two years ago.

The Morning Show Apple TV+ "The Morning Show" is a new series coming to Apple TV Plus+ this fall. Photo: Apple TV+

The layout of the three words in each trademark is similar. The shaded letter “O” is also similar. The rectangular shape of the design is also the same.

How is this possible? And hadn’t any of the graphic artists that designed The Boring Company logo ever heard of Musk’s tunnel firm?

In its official U.S. Patent and Trademark Office filing, The Boring Company defined its trademark this way:

“Color is not claimed as a feature of the mark. The mark consists of the terms “THE BORING COMPANY” in black and white. The article “THE” appears on the top left side of the term “BORING” and the term “COMPANY” appears in the lower right side. The vowel “O” in “BORING” is shaded.”

In its defense, Always Smiling Productions, Inc. (the production company making "The Morning Show") said it filed a standard character trademark for the name of the show in February 2019. This trademark, however, only covered the words and didn’t include any design elements.

Musk and Apple haven’t commented on this looming controversy just yet.

You can watch the full "The Morning Show" trailer below.