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    7-Eleven Sues 7-SEVEN Stores for Trademark Infringement

    C-store operator alleges that its competitor's corporate logo is too similar.

    BIBB COUNTY, Ga. -- Dallas-based 7-Eleven Inc. filed two lawsuits alleging 7-SEVEN stores are infringing upon and diluting its trademark.

    According to The Telegraph, Bibb County, Ga., 7-SEVEN stores chose their logo "upon the fame and goodwill" of 7-Eleven. Stores listed in the lawsuits, filed March 11 in the U.S. District Court for the Middle District of Georgia, are 7-SEVEN locations at 3609 Pio Nono Ave., 1904 Shurling Drive, 2760 Montpelier Ave., 3590 Napier Ave., and 1290 Gray Highway.

    7-Eleven, operator of more than 7,000 stores, is requesting that a judge require the demolition of 7-SEVEN store labels, signs and other items to which the logo is affixed, reported the news outlet. The large convenience store chain is also asking for prevention of any further use of the 7-SEVEN name, the numbers seven and 11, and color combinations of red, green, orange and white as part of the c-store logos.

    In addition, 7-Eleven is seeking compensatory damages it suffered due to trademark infringement, unfair competition and trademark dilution. Specifically, 7-Eleven is requesting three times all profits it claims 7-SEVEN stores wrongfully earned, reported the news source.

    Krunal Patel, owner of 7-SEVEN stores, did not agree with 7-Eleven's claims. He told The Telegraph that "anybody can tell" the difference between the 7-Eleven and 7-SEVEN logos, although acknowledged both are similar.

    Attempts by the newspaper to reach owners and companies in the lawsuits were unsuccessful yesterday.

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