Both logos feature a deer with antlers inside a circle.
Jagermeister says it’s had the exclusive rights to deer head marks in the United States since 1968.
More from the Milwaukee Journal-Sentinel:
While the Milwaukee Bucks try to get the rest of the NBA to “Fear the Deer,” a German company may be trying to instill some fear into the deer.
Mast-Jägermeister, maker of the loved-or-hated liqueur famously downed in shots, on Thursday filed a formal opposition to the registration of the new-look Bucks logo with Trademark Trial and Appeal Board at the U.S. Patent and Trademark Office.
The company contends it “has established exclusive rights in the DEER HEAD Marks through use in commerce in the United States” going back to 1968, and cites a litany of reasons to oppose registration for the Bucks, including a likelihood that people might confuse the two companies, or believe they are connected or affiliated.