From a NY Times story about sour frozen yogurt success story Pinkberry's:
In November, a shop called Berri Good opened in Fairfax, with kosher certification and a chartreuse-and-pink logo that is barely distinguishable from Pinkberry's.
"I don't think we're the same," said Uzi Moses, the owner of Berri Good. "We use different fonts." On top of that, he said, "You know we have celebrities here, right? Are you aware of that?"