The technology industry may be witnessing the onset of a new rivalry between competitors as Figma has issued a cease-and-desist letter to the no-code AI startup Lovable. This development was confirmed to TechCrunch by Figma. The letter instructs Lovable to cease using the term “Dev Mode” for a new product feature. Figma, which also offers a feature called Dev Mode, successfully secured a trademark for the term last year, according to the U.S. Patent and Trademark Office.
“Dev mode” is a term commonly used across many software products targeting programmers, functioning similarly to an edit mode. High-profile companies such as Apple, Google, and Microsoft have features known formally as “developer mode,” which are often informally referred to as “dev mode” in related documentation.
The term “dev mode” is already in common usage. For instance, Atlassian applied it to products predating Figma’s trademark, and it is a prevalent feature name in numerous open-source software projects. Figma clarified to TechCrunch that their trademark pertains solely to the term “Dev Mode” and not the entire phrase “developer mode.” Nevertheless, this situation parallels trademarking a term like “bug” for “debugging.” To maintain ownership of the term, Figma appears obliged to send cease-and-desist letters, as failing to defend the trademark could render it generic and unenforceable.
There are online debates suggesting that the term is already generic and should not have been trademarked, with some advocating for Lovable to resist. However, Lovable has yet to comment on this issue. Engaging in a legal battle on an international scale could be costly for Lovable, an early-stage Swedish startup. Considering that Lovable raised a $15 million seed round in February, altering the feature’s name to “developer mode” or an alternative would likely be more economical.
Lovable is emerging as a leader in “vibe coding,” where users input textual descriptions to construct applications with code. Its “dev mode” feature, introduced a few weeks prior, allows users to edit the generated code. Lovable positions itself as a Figma competitor, suggesting on its homepage that designers can operate Lovable without the need for prototyping in tools like Figma.
This situation extends beyond a mere trademark dispute; it also signifies a larger competitor asserting dominance over a smaller challenger. Figma was valued at $12.5 billion approximately a year ago. A Figma spokesperson indicated they had not issued cease-and-desist notices to other technology companies like Microsoft when their products were in different categories.
Regarding vibe coding products, Figma co-founder and CEO Dylan Field downplayed their potential in a recent discussion with Y Combinator’s Garry Tan. He expressed that while vibe coding is favored for its speed, users require solutions that allow them to both prototype quickly and complete projects effectively, noting a disconnect in application to both design and coding.
Conversely, Lovable co-founder Anton Osika appeared unfazed by the legal notice from Figma. He shared the letter on social media, accompanied by a grinning emoji.