Why Buc-ee’s is protecting its logo at all costs

The popular roadside stop is notoriously protective of its logo, going after smaller shops whose logos have little in common with its beaver.

[Source Image: Buc-ee’s]

The gas station convenience chain Buc-ee’s is known for selling a slew of logo-ed merch to its devoted brand fans. And increasingly, it’s also known for aggressive trademark enforcement, suing competitors, apparel brands, and small businesses over logos, mascots, and even names it argues are too close to its signature smiling beaver. Most recently, Buc-ee’s, which has locations across the South, has gone after Ohio chain Mickey’s for its mascot logo, a cartoon moose, a move greeted with some skepticism. After all, as one skeptical commentator noted: “A beaver is not a moose.”

Fair enough. But as the Texas-based chain grows, such lawsuits—often focused on cartoon animals, circular badge designs, and “-ee’s”-style naming—have become a defining feature of the company’s........

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