The Texas gas station chain Buc-ee’s has initiated legal action against the local brand Super Fuels, alleging trademark infringement.
Buc-ee’s has utilized its beaver logo across all its locations and products since the 1980’s. The company contends that this logo represents a valuable asset, embodying the chain’s goodwill and quality. In its lawsuit, Buc-ee’s asserts that Super Fuels’ logo is likely to mislead consumers. The legal documents state, “As outlined above, the Defendants’ Infringing Marks prominently display an anthropomorphic and cartoonish portrayal of a smiling animal that closely resembles a beaver, similarly oriented at a right-facing angle and set against a circular backdrop.”
Buc-ee’s highlights various similarities in its complaint, including a joyful, cartoon-like character they claim resembles a beaver, with brown fur and red as a secondary color. Furthermore, Buc-ee’s alleges that Super Fuels intentionally infringed on their trademarks to exploit the popularity of Buc-ee’s beaver logo.
Alongside the trademark infringement allegations, Buc-ee’s accuses Super Fuels of trademark dilution and unjust enrichment. The lawsuit seeks restitution for the profits accrued by Super Fuels, damages, and a permanent injunction to prevent them from using the contested logo.
