UPDATE (12/13/16): According to the Milwaukee Journal Sentinel, the Bucks and Jägermeister have settled their logo tiff.
Talk about “shot blocking.”
As first reported by Milwaukee Journal-Sentinel, the primary logo of the Milwaukee Bucks that has been in use since last season is being contested by Jägermeister. Thursday, Mast-Jägermeister filed a formal opposition to the NBA franchise’s logo registration with the U.S. Patent and Trademark Office.
Mast-Jägermeister contends the companies could be confused for each other, despite the absence of a cross on the Bucks logo, each logo having different text and fonts, and differing color schemes. The German liqueur manufacturer also noted similarities in “deer head marks” and expressed concerns that substandard Bucks play could potentially reflect poorly on Jäger sales.
Don’t worry about the fate of the Bucks logo quite yet. The JS article—which includes quotes and insight from a trademark specialist—says the filing doesn’t prohibit the team from using the logo. Any change would happen as a result of a lawsuit or an out-of-court settlement.