Buc-ee’s has accused a Dallas-based gas station chain of copying its iconic cartoon beaver logo.
In a federal lawsuit this month, the travel center behemoth says Super Fuels’ logo of a brown dog sporting a red cape is too close to its logo of a brown beaver in a red hat. Both animals are set in front of circular backgrounds: Super Fuels’ dog against a blue circle, and Buc-ee’s beaver against yellow.
Buc-ee’s says in the lawsuit the dog “is likely to cause confusion” among customers who mistake the two from the road.
Super Fuels, which has two locations in Dallas and one in Irving, has not publicly responded to the suit. The owner did not respond to a phone call Thursday from The Dallas Morning News.
Buc-ee’s first opened in 1982 and has since expanded to 50 travel centers across Texas, Alabama, Florida and Tennessee among others. The chain is known for its spacious stores, clean bathrooms and dizzying array of snacks. Its mascot, the cheerful beaver, is a recognizable site along Texas highways.
“For many,” the lawsuit reads, “Buc-ee’s “has become the rare brand—like Apple and Costco—that inspires loyalty that goes well beyond rational consumer calculations.”
Super Fuels adopted its dog logo in 2022, Buc-ee’s points out in its lawsuit.
Buc-ee’s wants a federal judge to stop Super Fuels from using the logo, but is also seeking damages, Super Fuels’ profits attributable to the infringement and attorney’s fees, according to the suit.
This is not the first time Buc-ee’s has levied accusations of trademark infringement.
Late last year, the chain sued a Missouri gas station, Duckees Drive Thru, arguing that its cartoon duck was a copycat of the beaver. It has also accused convenience stores in Mexico of copying its logo, including BUK-II’S Super Mercado and Lucky’s.
In 2018, Buc-ee’s won a suit against Choke Canyon, a San Antonio-based roadside barbecue joint and gas station, over its cartoon alligator logo.
