Buc-ee's trademark fights could put Northeast Ohio stores on notice

• The company, which opened its first Ohio location in April near Dayton, is already embroiled in two lawsuits that preview how aggressively Buc-ee's could protect its brand as it expands.

Catch up quick: Buc-ee's has filed lawsuits against Beaver's Mini Mart in the Dayton suburb of Beavercreek and against Coles IP Holdings, a company operating 40-plus Mickey’s stores across northern Ohio, including two in Lorain County.

Zoom in: Buc-ee's, with a logo featuring a cartoon beaver, says Beaver's name, mascot and use of the color red could lead customers to believe the two businesses are related.

• Buc-ee's also says the Mickey's logo, which features a cartoon moose and the color red, is too similar.

Side note: No word yet on how Buc-ee's feels about GetGo's Lil Tot mascot or Bellstores' cartoon dog, but we'll keep you posted.

Between the lines: Trademark cases aren't decided simply by comparing two logos.

• The key question is whether consumers could be confused into thinking the businesses are connected.

The bottom line: The results of these lawsuits could put a few Northeast Ohio businesses on notice.