Interestingly, 'dev mode' is a common phrase used in many products for software programmers. It's similar to an editing mode. Big companies like Apple (iOS), Google (Chrome), and Microsoft (Xbox) have features officially named 'developer mode,' which people often shorten to 'dev mode' in their guides and information.

The term "dev mode" is widely recognised, for example, Atlassian implemented it in products significantly preceding Figma's copyright, and it is a frequent feature designation in numerous open-source software initiatives.

Figma told TechCrunch that their trademark is only for the short name "Dev Mode," not the full name "developer mode." This is a bit like trademarking the word "bug" when you mean "debugging."

Because Figma wants to be the only one using the term, it has to send cease-and-desist letters. If Figma doesn't protect the term, it could become a general word, and the trademark would no longer be valid.

Certain online commentators contend this term is already generic and ought not to have been trademarked, urging Lovable to contest the matter.

Anton Osika, co-founder and CEO of Lovable, informs TechCrunch that his company currently has no plans to comply with Figma's request and alter the feature's denomination.

Whether Figma will escalate this situation remains to be seen, particularly as it is currently focused on other matters. On Tuesday, Figma disclosed its confidential IPO filing. Should Figma opt for legal proceedings, however, engaging in an international legal dispute could prove costly for the nascent Swedish startup, Lovable, which secured a $15 million seed round in February.

Also, Lovable is becoming well-known for something called "vibe coding." This is when users type what they want, and the product creates it, including the code. A few weeks ago, they added a "dev mode" feature that lets users change the code.

Lovable positions itself as a direct competitor to Figma, asserting on its website that designers can utilise Lovable "without the painstaking prototyping prevalent in platforms such as Figma," a strategy many nascent startups are readily adopting.

This is more than just a fight over a trademark. It also shows a big competitor getting ready to challenge a small, annoying new company, especially since Figma was worth $12.5 billion about a year ago.

A spokesperson for Figma all but confirms this, informing TechCrunch that Figma has not issued cease-and-desist letters to other technology firms using the term, such as Microsoft, given that their offerings fall into a "distinct category of goods and services."

Osika from Lovable is ready to fight back. He told TechCrunch that Figma should work on making their product good instead of focusing on trademark marketing. He also said that Lovable is successfully getting customers who used Figma and other design tools made before big language models existed.

Regarding the overall threat posed by vibe coding products, in a recent discussion with Y Combinator's Garry Tan, Figma co-founder CEO Dylan Field predictably dismissed the notion.

Field stated that while individuals appreciate vibe coding for its efficiency, "you also need to provide them with a method not only to initiate projects and prototype swiftly but also to reach completion. This is the point of divergence, and it applies not just to design, but equally to code."

Nevertheless, Osika also appears prepared for competition, as indicated by his use of the grinning emoji when posting a copy of Figma's letter on X.