Let's say you're using a logo for your company that plays off a very popular one. For example, something like McDonald's golden arches but 3 of them. Kind of a gray zone, but enough to probably get someone's attention.<p>What's the worst that can happen? A cease and desist letter? Can they actually sue you for money?
Yes, they can sue you for damages.<p>If they demonstrate that your use of their trademark caused brand confusion and they lost business as a result they can sue you for those lost earnings.<p>If they can demonstrate that a significant portion of your profits are due to inappropriate use of their trademark then they can sue for those profit.<p>They may also sue for punitive damages if they can prove that infringement was willful as opposed to accidental.<p>Google around for trademark infringement (<a href="http://apps.americanbar.org/litigation/committees/intellectual/articles/spring2012-0412-willfulness-current-state-trademark-damages-law.html" rel="nofollow">http://apps.americanbar.org/litigation/committees/intellectu...</a>)