Another new name announced for Houston law school Institution previously known as South Texas College of Law gets new moniker

A billboard advertising the Houston College of Law, now known as South Texas College of Law Houston, is shown. Keep going for a look at the most selective law schools in America. A billboard advertising the Houston College of Law, now known as South Texas College of Law Houston, is shown. Keep going for a look at the most selective law schools in America. Photo: Yi-Chin Lee, Chronicle Photo: Yi-Chin Lee, Chronicle Image 1 of / 47 Caption Close Another new name announced for Houston law school 1 / 47 Back to Gallery

The dean of Houston's 93-year-old law school announced Monday morning the school will henceforth be known as South Texas College of Law Houston, on the heels of an injunction by a federal judge barring the school from using the name Houston College of Law while a trademark suit played out in court.

The new name is designed to avoid confusion with the University of Houston's Law Center while still helping potential students find the Houston-based law school.

BACKGROUND: Law school in trademark fight will change its name again

Just after South Texas College of Law announced its Houston-focused name in June, the University of Houston regents sued for trademark infringement.

UH attorneys argued that those interested in their institution had become confused about with school was which when viewing the new branding at college fairs and online.

In mid-October U.S. District Judge Keith Ellison found that UH had a strong likelihood of prevailing at trial on the grounds that the new law school name prominently featuring the words Houston and Law along with a new red-and-white color scheme were likely to confuse consumers in the marketplace. The judge upheld UH's motion for an injunction.

THE FIGHT: Houston law schools square off in federal courtroom

At a subsequent hearing before Judge Ellison, Houston College of Law's attorneys acquiesced, agreeing to take down billboards and banners and revise Internet and letterhead branding. The attorneys said the school would share its new name confidentially with lawyers for UH Friday, and the parties complied with that agreement. If UH didn't see the proposed name as problematic, the downtown law school would move forward.

"We agreed to it and we don't have any problems with it at all," said Dona Cornell, general counsel for UH. As for the lawsuit, Cornell said, "I totally anticipate its going to be over in very short order."

She explained that some loose ends would likely be wrapped up in the coming weeks. South Texas agreed to complete its rebranding with the post-injunction name by the end of 2016.

The school said it will stick with its traditional crimson and gold colors and will add the color navy blue to further distinguish itself from other colleges, officials said.

"We believed we were acting in the best interest of our law school and its students when we made only one change to our name: we replaced 'South Texas' with 'Houston' to acknowledge our birthplace in the heart of downtown," J. Ken Johnson, chairman of the South Texas College of Law Houston board of directors, said in a press release.

He explained, "Given that time was of the essence, by promptly changing our name to South Texas College of Law Houston, the board of directors made the only responsible and prudent decision for the law school."

Donald J. Guter, president and dean of South Texas College of Law Houston, emphasized that the heritage of the institution remains unblemished by this litigious episode.

"We have a 93-year heritage of educating some of the nation's top litigators and transactional attorneys, and we confidently stand on our own award-winning reputation," Guter said. "Our name change stemmed from a desire to make certain that people knew we were in Houston and not South Texas. We have great pride in our law school and what we have accomplished as a unique educational institution."