There's also a lawsuit heating up, a battle over logo usage that could trigger a rebrand for one of the contenders. Atlanta-based Smalls Sliders sued Denver-based Smashburger in December 2024 for trademark infringement and unfair competition, alleging that Smashburger's logo and orange color are too similar to the S-shaped orange burger logo that represents Smalls Sliders. The lawsuit was triggered by Smashburger's summer 2024 rebrand, a project that included eight new menu items, changes in recipes, and the new logo. Smalls Sliders sent Smashburger a cease-and-desist letter in September, pointing out the company's new logo was pretty much the same as Smalls Sliders — the bright orange color, and all. Smashburger refused, so Smalls Sliders proceeded with the trademark lawsuit a couple of months later.