Is the Buc-ee’s Beaver Taking Over the World?

Buc-ee’s, the Texas-based travel center chain known for its massive convenience stores, clean restrooms, and iconic beaver mascot, is back at it. This time, it’s accusing another Texas company of stealing its cartoon animal branding. Super Fuels, with locations in Dallas and Irving, is facing a lawsuit. Buc-ee’s claims that their latest logo, a smiling dog in a red cape, looks too much like its own beaver logo, which has become an iconic part of the brand.

Filed earlier this month in the Northern District Court of Texas, Buc-ee’s alleges that Super Fuels’ logo features a brown dog in a red cape against a blue background. They claim this infringes on their registered logo, a beaver in a red cap with a yellow background.

The company isn’t just concerned about the dog’s cuteness (though it’s undeniably adorable). Buc-ee’s argues that the design “likely causes confusion among consumers” in the Dallas-Fort Worth area. With many people glancing at the logos while driving by, there may not be enough time to distinguish the two. Drivers especially won’t have time to differentiate between the logos, as both are prominently displayed on the storefront and gas station canopies.

Buc-ee’s has a strong presence in the Dallas-Fort Worth metroplex, with locations in Denton, Fort Worth, Terrell, and a recently opened store in Hillsboro. The company is clearly protecting its territory and brand identity. They’re not just after logo lookalikes. Buc-ee’s is seeking damages, including the profits Super Fuels may have made from the logo. Additionally, they want attorney’s fees and for Super Fuels to stop using the dog logo.

This lawsuit is just the latest in a series of trademark infringement cases. Last month, the company sued a Missouri liquor store called Duckees, claiming its branding was too similar to the beaver mascot. And it’s not limited to the U.S. Buc-ee’s has also sued businesses in Mexico, like BUK-II’S Super Mercado and Luc-ky’s, accusing them of similar logo thefts. It seems the beaver is going global!

While the details of this lawsuit are specific, they raise questions about brand protection. In an age where logos are often simple and playful, even the smallest resemblance can be problematic. A beaver and a dog are clearly different animals, but the similarities in their cartoonish designs have led to this dispute.

For Buc-ee’s, whose mascot is central to its identity, it’s understandable why they want to protect their brand. After all, the beaver logo is a key part of their marketing and helps solidify their place as a beloved roadside stop. But does a smiling dog really infringe on their territory? Or is Buc-ee’s simply trying to squash competition in a crowded market, where even the slightest visual similarity can impact business?