US cereal giant Kellogg has resolved a trademark dispute with the Maya Archaeology Initiative’s (MAI).

The Mayan cultural organisation filed a trademark application earlier this month, to use a logo design similar to Kellogg’s toucan sam trademark with Kellogg deciding to take legal action in August.

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Trademark laws require Kellogg has conversations with any party seeking to trademark a similar design for commercial purposes or the company could risk losing its Toucan Sam as Kellogg’s Froot Loops trademark, which has been the logo since 1963, the company said.

Kellogg said it worked with the organisation to identify an approach to revise MAI’s trademark application that will enable them to continue using the logo for not-for-profit fundraising use.

Separately, Kellogg has donated US$100,000 to support a Mayan cultural organisation. The cereal firm said it plans to raise $300,000 to build the Maya Cultural Center in Melchor de Mencos Peten.

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Kellogg said it is donating the money to help launch one of the Maya Archaeology Initiative’s (MAI) projects to improve the lives of the people in Guatemala by providing better education and economic opportunities.

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“We are pleased to support the MAI in its mission to protect and extend the rich history and culture of Mayan people,” said Tim Knowlton, vice president of CSR Kellogg Co.