Through the miracle of litigation (or at least threatening to sue), a group of Orthodox Jews has made a northwest Indiana convenience store chain their bitch. Luke Oil Co. had the audacity to use the kosher trademark — that friendly "U" inside a circle — as part of its new "Serving U" logo. This sent the Union of Orthodox Jewish Congregations of America into action; they filed a motion for a federal lawsuit against the corporation for illegally using a trademark. Jews need that symbol to know which foods are and are not permitted and could potentially have been confused into thinking the multi-billion dollar corporation was, in fact, something to eat. Luke Oil’s attorney claims the resemblance was unintentional and caved.
With this victory, the Orthodox Jews have reclaimed the 21st letter of the alphabet (when placed inside a circle). Just 25 to go. Another wise and proper use of the legal system.
For even more information about this scandalous, groundbreaking story, check out Convenience Store News, the paper dedicated to "what’s next in convenience and petroleum retailing."