The Importance of Logo Trademarks | BatesMeron Blog (2024)

Creative CapitalismDesign & ConquerLet's Talk Strategy

Leah Cho

When you think of a brand, you usually think of its logo first. The logo is a visual representation of a brand’s identity; it’s typically the most memorable element of a brand. You want people to remember your logo: to know it, love it, slap a sticker of it on their laptop or walk around proudly with the logo visible, broadcasting to the world their support of your company.

Here are some examples of timeless logos our designer, Todd, has written about in the past:

With thousands of logos presented to us on a daily basis, how easy is it to remember–or forget–which brands have which logos? What happens if there’s another logo out there that’s too similar to yours? That’s where logo trademarks come in.

Trademark lawsuits are often active in court as a result of similar logo designs. The standard for trademark infringement is based on the likelihood that consumers would confuse the logos and brands because there is not enough to sufficiently differentiate the two. The court system takes into consideration the reputations of the logos, the similarity in products and services between the brands in question, the targeted consumers and other factors that are more legal than we need to get into here.

In 2007, Apple Inc. filed a trademark lawsuit against GreeNYC, a New York City initiative focusing on reducing global warming emissions to promote a more sustainable future. Below you can see the GreeNYC logo on the left. Apple’s main argument was that the logos were too similar and would confuse Apple users. Taking into consideration what these two companies offer customers, do you find these confusingly similar?

Outcome: Apple Inc. dropped lawsuit because of bad press even after GreeNYC offered to remove stem from logo.

Another trademark infringement complaint was placed by PayPal against Pandora in 2017 as result of Pandora’s rebranded “P” (PayPal on the left, Pandora on the right):

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function weightedRand(spec) { var p, sum=0, r=Math.random(); for (p in spec) { sum += spec[p]; if (r <= sum) return p; }; }; // random in distribution... num[0] = weightedRand({0:0.02, 1:0.02, 2:0.02, 3:0.02, 4:0.13, 5:0.02, 6:0.13, 7:0.02, 8:0.02, 9:0.02, 10:0.02, 11:0.02, 12:0.02, 13:0.02, 14:0.02, 15:0.02, 16:0.02, 17:0.02, 18:0.02, 19:0.02, 20:0.02, 21:0.02, 22:0.02, 23:0.02, 24:0.02, 25:0.02, 26:0.02, 27:0.02, 28:0.02, 29:0.02, 30:0.02, 31:0.02, 32:0.02, 33:0.02, 34:0.02, 35:0.02, 36:0.02, 37:0.02, 38:0.02}); while (num.length < 9) { curr = weightedRand({0:0.02, 1:0.02, 2:0.02, 3:0.02, 4:0.13, 5:0.02, 6:0.13, 7:0.02, 8:0.02, 9:0.02, 10:0.02, 11:0.02, 12:0.02, 13:0.02, 14:0.02, 15:0.02, 16:0.02, 17:0.02, 18:0.02, 19:0.02, 20:0.02, 21:0.02, 22:0.02, 23:0.02, 24:0.02, 25:0.02, 26:0.02, 27:0.02, 28:0.02, 29:0.02, 30:0.02, 31:0.02, 32:0.02, 33:0.02, 34:0.02, 35:0.02, 36:0.02, 37:0.02, 38:0.02}); var i=0; while(i < num.length){ if(num[i] != curr){i=i+1;}else if(num[i] == curr){ break;}; if(i == num.length ){ num[num.length]=curr;}; };}; for(i=0; i< num.length; i++){ logos.eq(i).attr({'src': 'https://batesmeron.wpengine.com/wp-content/uploads/' + images[num[i]] });};});//make images move up or down with parallaxvar image_moves_down = document.getElementsByClassName('img_move_down');new simpleParallax(image_moves_down, {orientation: 'down', overflow: true});var image_moves_up = document.getElementsByClassName('img_move_up');new simpleParallax(image_moves_up, {orientation: 'up', overflow: true});jQuery(document).ready(function( $ ) { var s_buzz = $("#scribble-buzz"), s_committed = $("#scribble-committed"),s_champions = $("#scribble-champions"),s_business = $("#scribble-business"),s_great = $("#scribble-great"),s_guts = $("#scribble-guts");//scrollPoint = s_circle.offset().top; //$affix.attr('data-affix', $affix.offset().top); $(window).on("scroll", function(){var w_Top = $(window).scrollTop(),w_half = $(window).height() / 2,w_mid_to_top = w_Top + w_half;if (s_buzz.length) { var scroll_buzz = s_buzz.offset().top - w_half; 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//$("#services-circle-section.fixed").css("top", fix_p + "!important" ); $(window).on('scroll', function(){var viewTop = $(window).scrollTop(), viewBottom = viewTop + $(window).height(); if (viewTop >= s_1_top - fix_p) { var rotate_p = ( viewTop + fix_p - s_1_top) / ( s_3_bottom - s_1_top); r_c.addClass("fixed"); r_c.css("top", fix_p) r_c.css("transform", "translate(-50%, -50%) rotateZ(" + 3*360*rotate_p +"deg)" ) img_1.addClass("fixed"); //Left side image 1 $("#service-rec-1").addClass("show"); // rectangle-1 $("#service-rec-2").addClass("show"); if(viewTop >= s_1_bottom - img_1_bottom){ img_1.removeClass("fixed"); img_1.css("top" , img_1_end); }; if(viewTop >= s_2_bottom - img_2_bottom){ //img_2.removeClass("fixed"); //img_2.css("top" , img_2_end); }; if(viewTop >= s_3_bottom - img_3_bottom){ r_c.removeClass("fixed"); r_c.css("top", s_3_bottom - img_3.height()); //img_3.removeClass("fixed"); //img_3.css("top" , img_3_end); } if (viewTop >= s_2_top - fix_p) { img_2.addClass("fixed"); 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}else if( viewBottom > s_1_bottom){ img_1_p = ( s_1_bottom - viewTop - fix_p - img_1.height() / 2 ) / (img_1.height()/2);}; img_1.css("opacity", img_1_p); $(".services-right-1").css("opacity", img_1_p);//Section 2if(viewBottom <= s_2_bottom){var img_2_p = ( viewBottom - img_2_top - fix_p) / img_2.height(); }else if( viewBottom > s_2_bottom){ img_2_p = ( s_2_bottom - viewTop - fix_p - img_2.height() / 2) / (img_2.height()/2);}; img_2.css("opacity", img_2_p); $(".services-right-2").css("opacity", img_2_p);//Section 3if(viewBottom <= s_3_bottom){var img_3_p = ( viewBottom - img_3_top - fix_p) / img_3.height(); }else if( viewBottom > s_3_bottom){ img_3_p = ( s_3_bottom - viewTop - fix_p) / img_3.height();}; img_3.css("opacity", img_3_p); $(".services-right-3").css("opacity", img_3_p); });//on scroll});jQuery(document).ready(function( $ ) {$(".page-id-3504 img.mk-resposnive-logo").attr("src","https://batesmeron.com/wp-content/uploads/bmsd_logo_mobile-dark.png");$(".page-id-14726 img.mk-resposnive-logo").attr("src","https://batesmeron.com/wp-content/uploads/bmsd_logo_mobile-dark.png");$(".page-id-3506 img.mk-resposnive-logo").attr("src","https://batesmeron.com/wp-content/uploads/bmsd_logo_mobile-dark.png");$(".page-id-3527 img.mk-resposnive-logo").attr("src","https://batesmeron.com/wp-content/uploads/bmsd_logo_mobile-dark.png");$(".page-id-3529 img.mk-resposnive-logo").attr("src","https://batesmeron.com/wp-content/uploads/bmsd_logo_mobile-dark.png");$(".page-id-3543 img.mk-resposnive-logo").attr("src","https://batesmeron.com/wp-content/uploads/bmsd_logo_mobile-dark.png");$(".post-template-BMSD-blog-template img.mk-resposnive-logo").attr("src","https://batesmeron.com/wp-content/uploads/bmsd_logo_mobile-dark.png");$(".single-work:not(.postid-15863):not(.postid-15257):not(.postid-15130) #mk-footer").before('

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FAQs

Why is it important to trademark a logo? ›

Trademarking your name, your logo, a phrase (slogan), and hashtag gives you the exclusive right to use them. If you don't, then your competition can use them. Only one business can own a brand in an industry. Typically, it's whoever trademarks it first.

Get More Info Here ›

What is the importance of a logo? ›

A well-designed logo builds trust by validating your professionalism and get's people to stick around. It tells potential clients who you are, what you do, and how that benefits them. It communicates to people with no prior knowledge or experience with your business that you do great work.

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Why is logos important in an essay? ›

Logos, or the appeal to logic, means to appeal to the audiences' sense of reason or logic. To use logos, the author makes clear, logical connections between ideas, and includes the use of facts and statistics. Using historical and literal analogies to make a logical argument is another strategy.

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Why is logo ownership important? ›

Copyrighting a logo design isn't a mere formality; it's an essential step in safeguarding a brand's identity. By understanding the intertwining realms of copyright and logo design, businesses can shield their representation from misuse, ensuring their logo remains synonymous with their brand alone.

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Why is the important of trademarks important? ›

Trademarking Protects Your Brand

Intellectual property laws exist so competitors cannot steal creative ideas, names, or symbols from other businesses. Trademarking is just good business – it's easy and ensures that other businesses aren't piggybacking off of your hard work and brand building.

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Why are trademarks so important? ›

It helps distinguish one's goods and services from another company. Trademarks are essential because they differentiate the goods and services of one enterprise from those of other traders. They pass on information about you, your company, your reputation, products, and services.

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What is the most important part of a logo? ›

The first quality great logos share is that they're relevant to the markets their companies target. More importantly, they clearly communicate a brand's personality and identity. A primary component is the use of colors in your logo, which can trigger different emotions and show your brand's personality to consumers.

What is a logo and why do they matter? ›

A logo is a visual mark that represents a company or brand. It's often the first thing customers see and remember about a brand. A logo can be a simple wordmark, a graphic symbol or a combination of both. Branding is the process of creating a unique identity for a company or brand.

Learn More ›

What are key elements of a logo? ›

10 Elements of a Good Logo

A GOOD LOGO SHOULD BE STRONG/BALANCED. ...
A GOOD LOGO SHOULD BE SIMPLE. ...
A GOOD LOGO SHOULD BE MEMORABLE. ...
A GOOD LOGO SHOULD BE FLEXIBLE. ...
A GOOD LOGO SHOULD USE COLORS INTELLIGENTLY. ...
A GOOD LOGO SHOULD BE TIMELESS. ...
A GOOD LOGO SHOULD BE UNIQUE. ...
A GOOD LOGO SHOULD USE TYPOGRAPHY WELL.

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Why are logos so powerful? ›

Logos are important because they act as the identifying mark of the company. They are symbols that distinguish one company from another. A logo is an important part of any business. It's what makes your business unique and recognizable.

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How do logos influence us? ›

Logos are more than just visual symbols; they are powerful tools that can evoke emotions, communicate values, and shape consumer behavior. Understanding the influence of logos is essential for businesses and consumers alike.

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What is an example of logos in real life? ›

Logos is the use of evidence and reasoning to persuasively support a claim. For example, a speaker claims that "teen pregnancy has decreased in the last five years" by citing studies that show a significant decrease in teenage pregnancy.

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Why is it important to legally protect your logo? ›

Trademarking a logo with the United States Patent and Trademark Office (USPTO) is a critical step in establishing the origin of your goods/services, providing legal protection for your brand, and defending against counterfeits. By registering your trademark, you create a robust defense for your unique brand identity.

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What happens if you don't trademark your logo? ›

However, if you do not have a registered trademark, the legal position is that you do not have proper legal rights to your brand. You may not even own your name or your brand. If you don't register your trademark, you could miss out on a lot of protections that would otherwise be available to you.

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Can I use my logo without a trademark? ›

By simply having a logo, you have what's known as a common law trademark for your logo. That means that, without doing anything paperwork-wise, you have the sole legal right to use and amend that logo as you see fit. But without an officially registered trademark, that right isn't as secure as it could be.

Is it better to copyright or trademark a logo? ›

Copyrights primarily protect the rights of people who create literary, dramatic, musical, artistic, and certain other original works (like history tests, and software code). Trademarks can protect the use of a company's name and its product names, brand identity (like logos), and slogans.

Are you required to trademark a logo? ›

It isn't required, but to give your logo the most protection possible, it is beneficial to register your logo as a trademark with the USPTO. A common law trademark or unregistered trademark should be marked either with ™ or SM marks. The ™ mark is used for product-based trademarks.

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