For anyone interested in learning more about Trademark protection, I refer you to the Lanham Act (excerpt):
" Any person who, on or in connection with any goods or services or any container for goods, uses in commerce any word, term, name, symbol, or device, or any combination thereof, or any false designation of origin, false or misleading description of facts, or false or misleading representation of fact, which –
(A) is likely to cause confusion, or to cause mistake, or to deceive as to the affiliation, connection, or association of such person with another person, or as to the origin, sponsorship, or approval of his or her goods, services, or commercial activities by another person,
shall be liable in a civil action by any person who believes that he or she is or is likely to be damaged by such act.
See 15 U.S.C. §1125."
It doesn't have to be exact to cause confusion in the marketplace.
The irony is, that before the AR15.com COMMUNITY got together and created the design which is now the Bolt Face Logo, NOBODY had ever used it as a logo- for their company, on a sticker, or otherwise as far as anyone can tell.
Therefore, what was created here, by members of the site, is even more than a company logo, it's representative of the community and its members. AR15.com obtained the rights to the design and incorporated it as our logo, and it's been copied countless times since then. I understand many of you weren't around back then and didn't realize that, but it's part of the reason so many members identify with it and care about protecting it. True, others are just reporting infringements for the free membership upgrade, and that's cool too. Ultimately, we have to protect it at all costs, and have been doing so for years.
And again for those still thinking "But it's not the same", it doesn't have to be exact to cause confusion in the marketplace.