IRVING, Texas — You may have seen a local gas station chain with a friendly looking anthropomorphic dog with a cape as its logo. And if you haven’t noticed it, Buc-ee’s certainly has.
The iconic Texas gas station chain has filed a lawsuit alleging the local chain, Super Fuels, of trademark infringement.
Buc-ee’s has used its iconic beaver logo, seen outside all of its stores and on shirts and other products, since the 1980s. The company owns several trademark registrations for the logo, both nationally and in Texas. This logo, Buc-ee’s argues in the suit, has become an exclusive asset of great value to the chain as a symbol of its good will and quality.
“[T]he Buc-ee’s Marks have become a cherished icon by legions of patrons across the nation,” the suit argues.
Super Fuels has three stores, two in Dallas and one in Irving. Buc-ee’s argues the gas station chain is using its infringing logo for identical services like gas pumps and food and beverages.
Buc-ee’s argues in the suit that Super Fuels’ logo is likely to cause confusion for customers.
“As illustrated above, Defendants’ Infringing Marks prominently feature an anthropomorphic and cartoon representation of a smiling animal that closely resembles a beaver, which is similarly positioned in a right-facing angle and is depicted in front of a circular background,” the suit reads.
Similarities that Buc-ee’s points out in the suit include a smiling, cartoon-style animal they argue closely resembles a beaver, as well as its brown fur and the use of red as a secondary color.
Buc-ee’s argues in the suit that Super Fuels infringed on their trademarks knowingly, given the fame and popularity of the Buc-ee’s beaver logo in order to capitalize on its success.
“[Super Fuel’s] unlawful infringement of [Buc-ee’s] widely recognized Buc-ee’s Marks falsely denotes its association with [Super Fuel’s] services, and places [Buc-ee’s] hard-earned reputation behind a business and services over which it has no affiliation or control,” the suit reads.
In addition to trademark infringement, Buc-ee’s is accusing Super Fuels of trademark dilution and unjust enrichment.
Buc-ee’s is asking in the suit for an award for Super Fuel’s profits, payment in damages, as well as a permanent injunction against Super Fuels to prevent them from continuing to use the logo they claim infringes on their trademark.