Buc-ee’s Takes on Competitor’s Logo

January 27, 2025 – Texas-based convenience store chain Buc-ee’s is suing Super Fuels, alleging that the latter’s dog logo is too similar to Buc-ee’s iconic beaver logo, constituting copyright infringement. The lawsuit claims that Super Fuels’ logo, which features a smiling cartoon dog wearing a red cap, creates confusion among customers and dilutes Buc-ee’s brand identity. Buc-ee’s is widely recognized for its beaver mascot, which has become a symbol of the company’s expansive travel centers and merchandise.

Super Fuels operates three locations in North Texas, and Buc-ee’s alleges that the competing logo is intentionally designed to imitate their well-known branding. The lawsuit argues that Buc-ee’s has invested heavily in developing its distinctive image, which has become synonymous with quality service and products.

Buc-ee’s has a history of aggressively protecting its intellectual property, having filed similar lawsuits in the past against other companies that it claims mimic its logo or marketing strategies. The company asserts that its beaver logo is a key element of its success and is closely tied to its reputation.

Super Fuels has not yet issued a public response to the allegations. The case, filed in federal court, seeks to prevent Super Fuels from using the dog logo and may include demands for financial damages.

This legal action underscores the importance Buc-ee’s places on safeguarding its brand identity, especially as it continues expanding across the United States. With a loyal customer base and a strong regional presence, Buc-ee’s is determined to maintain its competitive edge in the convenience store market. The outcome of this lawsuit could set a precedent for future disputes over brand and logo similarities in the retail industry.