Blue Cross says BluePaw treading on its turf.(Blue Cross and Blue Shield Association object to similar logo by pet insurer)(Brief Article)

The national Blue Cross and Blue shield Association is negotiating with Portland-based pet insurance company BluePaw LLC, after filing a legal claim alleging copyright and trademark infringement.

The nonprofit Blue Cross and Blue Shield Association licenses the cross, shield and logos to more than 40 local Blue plans.

The local licensee, Regence BlueCross BlueShield of Oregon, serves more than 1 million people in Oregon.

BluePaw has 800 members since launching its pet insurance in Oregon this February.

"We chose [the name] BluePaw after careful legal research," said BluePaw spokeswoman Donna Lehmann. "We didn't chose it to suggest any connection with Blue Cross Blue Shield, nor …