Buc-ee’s continues to protect its beaver logo. It just won $850K

Buc-ee's has won another legal battle to protect its famous beaver mascot.

A federal judge has ordered South Carolina clothing retailer Born United to pay more than $850,000 after the company admitted to infringing on Buc-ee's trademark, according to the Greenville News, part of the USA TODAY Network. The judgment permanently prohibits Born United from using Buc-ee's beaver logo or any mark considered "confusingly similar."

The order also requires Born United to destroy merchandise bearing the disputed logo, remove advertisements featuring it and could require the company to pay Buc-ee's attorney fees if it violates the terms of the judgment.

The ruling is the latest victory for the Texas-based travel center chain, which has aggressively defended its trademarks as it expands across the United States. Buc-ee's has filed a number of lawsuits in recent years against businesses it says copied elements of its branding, including its recognizable smiling beaver mascot.

Buc-ee's filed the federal lawsuit against Born United in 2025, alleging the North Charleston retailer sold clothing featuring a version of the company's trademarked beaver logo.

According to Greenville News, some of the merchandise depicted a beaver resembling Buc-ee's mascot wearing tactical gear, including night-vision goggles and carrying a weapon.

Original source: https://www.usatoday.com/money/