Difference between logo and emblem. Logo or brand name

Logo or brand name? 1920 1080 Artalto Design Artalto Design https://site/wp-content/uploads/2014/09/logo-or-sign.jpg September 22, 2014 July 30, 2018

Subtle differences in the meaning of concepts such as logo, brand name, trademark, trademark, corporate symbols and emblem unknown to most. It is intuitively clear that these are all approximately similar things from the same category. Therefore, we often use these concepts interchangeably. Which, in general, is acceptable in most situations - especially when it comes to texts and information materials for non-specialists in the field of design and marketing. Sometimes there really is no point in complicating simple things and confusing readers. For example, in the article “Rules of a Good Logo,” we wrote about principles that apply equally to both a logo and a brand name, and did not put much emphasis on the differences between them. But, having understood the general principles, we came to the need to clarify the specific details. Let's consider each of the above terms separately.

Logo

Logo (from ancient Greek λόγος - word + τύπος - imprint; English logotype, namestyle)- an element of corporate identity, which is a unique outline of the full or abbreviated name of the company. In addition to the letters themselves, the logo may use additional graphic elements that are part of the inscription.

Logo as a graphic design of a name

Brand name

Brand name- a unique graphic element that can be located next to the company name or used separately, while symbolizing the company. A mark can be made as an abstract form, or as a literal or symbolic illustration of the goods/services offered by the company. In addition to a logo, a brand name helps strengthen a company's identification: it makes it possible to convey additional information or add an emotional or semantic emphasis. A brand name that consumers strongly associate with the company can be successfully used when “unobtrusive” marking is needed.

Brand name used in conjunction with a logo

Brand logo as an independent element of identification

Trademark

Trademark ( trademark, trade mark, trademark, service mark)- a designation intended for individualization of goods and allowing to distinguish the goods of one manufacturer from another is subject to state registration. The warning marking for a registered trademark is “R” or ®. Warning markings in foreign countries trademark - “TM” or ™. One form of a trademark is a logo.

Emblem

Emblem (from ancient Greek ἔμβλημα “insert”)- conditional, symbolic image of an idea, meaning (technically performed through drawing, embroidery or other artistic means). From the point of view of graphic representation, an emblem can be either simple, consisting of one element (symbol, sign), or include various components, as a result of which its complexity can resemble a coat of arms. Typically, emblems serve as identifiers of certain social or professional groups, sports teams and clubs, various troops, and educational institutions.

Emblems

Logo is a graphic image of a brand. It is created for easy recognition of the company's brand among consumers.
The logo must be unique and of high quality, attracting the attention of the buyer. Logos were created to differentiate products from manufacturers in the same industry.

The KOLORO company develops one-of-a-kind logos.

There are several types of logos:

1. “Letter” logo – one or more letters are used.
2. Logo “Symbol” - depicted in the form of graphic or alphabetic symbols.
3. Logo "Emblem" is a graphic element of image and text.
4. Logo "Logoslovo" - consists only of letters.
5. Abstract Sign Logo - Creates a visual form of a company's concept using a symbol.

The first logo in the world

The first logo in the world was an image of a dog listening to a gramophone. The dog's name was Nipper.
One of the brothers of the Barro family saw how the dog loved to listen to the Edison-Bell phonograph and decided to capture this moment by drawing a picture “A dog listening to a phonograph.”

In 1900, Marc Barrot's brother, Francis, took Nipper's drawing to a disc gramophone company. The owners of the company really liked the drawing and decided to produce their product with this image. But original version The picture depicting a drum gramophone was replaced with a disk one. The drawing became the first trademark of the companies: HMV music stores, RCA, Victor and HMV records. The company also began releasing records with Nipper's designs.
The logo is currently in use music channel HWV store.

The evolution of global brand logos

Logos of global brands have not always looked stylish and laconic. Some companies, even being popular among consumers, have redrawn their logos. Main reasons:

• change in direction of activity;
• following new trends.

Let's look at a few examples of the evolution of company logos.

• Global Apple Corporation

The company's first logo was an engraving of Isaac Newton under an apple tree, which was surrounded by a large ribbon with the signature "Apple Computer Co" (1976-1977). The designer of this logo was one of the founders of the company, Ronald Wayne. After Ronald left, the logo was changed.

The second Apple logo was made by designer Rob Yanov. Nothing remains of the company’s old logo, except, perhaps, the idea of ​​a fruit falling on Newton’s head. The new Apple logo is a rainbow bitten apple (1977-1998).

The logo that we see now on Apple products was changed in 2007. The “apple” became metallic with reflections, but the shape remained the same.

• Samsung

Samsung means “three stars” in Korean. The company was founded in South Korea. The first three logos used stars and the Samsung name.

In 1993, the company decided to create a new logo for its 55th anniversary. It exists before today. This is a blue ellipse in the center of which “SAMSUNG” is written in white stylized letters.

• Twix bars

The first bars were produced in 1967 in Britain. They were called Raider. But a few years later, in 1979, the name was changed. Raider became Twix. After changing the name, products began to be exported to the USA.

The name Twix is ​​made up of two words, “double” and “biscuit”. Twix bars are very popular all over the world. In Ireland they are still sold under the original name Raider.

• Coca-Cola

Coca-Cola has the most recognizable corporate logo style, which is over 117 years old. The company was founded in 1886 and its logo in 1893. The company logo is written in "Spencer" calligraphic font. It was created by Frank Robinson, an accountant and friend of the company owner.

In the early 1980s, due to competition from Pepsi products, it was decided to change the company's logo to New Coke. After making this marketing move, the company began to lose sales. Consumers did not like the new name of the drink. After some time, the drink was returned to its former name Coca-Cola, thereby improving its sales.

• Pepsi

In 1903, the Pepsi-Cola brand was created. Agree, the company’s first logo is not very pretty. You could say it was a failure.
To prevent this from happening to your brand, you need to turn to a team of professionals at KOLORO, who will help make the logo perfect.

After the Great Depression of the 1930s, Pepsi-Cola was able to prove to Coca-Cola that it could compete on the same level.

In 1962, the company changed its logo to a three-color ball and also removed the Cola prefix. Now it is called only Pepsi. However, the company logo changes very often. What this is connected with is unknown.

• McDonald's

In 1940, McDonald's was created. The company's first logo is an image of a Speedee chef . Later the Speedee logo was redrawn. In the 60s, Jim Spindler changed the company logo to the one we know today. And this is the letter M.

Fashion industry logos (famous fashion brands)

Almost each of us can recognize and name brand monograms. For fashion houses, a logo is very important because most of the fashion houses are named after the founding designers.

• Louis Vuitton

The fashion house was created in 1854. The company's corporate logo is the LV monogram. The color of the monograms and canvas may have changed, but the logo of this brand itself has not changed to this day, except that it was slightly simplified in the 2000s.
The brand's clothing is made from very high quality materials and therefore the products are expensive.

Louis Vuitton brand products are the most copied. But it is very easy to recognize a fake - in the original, the brand logo is always located symmetrically.

• Chanel

The Chanel logo first appeared in 1921. It was depicted on the bottle of Chanel No. 5 perfume. The company logo is a double letter C. It resembles two wedding rings, which are not closed together. The letter C is the initials of Coco Chanel.

• Fendi

The Fendi logo was created in 1972 by the company's new designer, Karl Lagerfeld. The brand logo is a large F that is mirrored.

• Versace

The Versace house logo is very extravagant and extraordinary. It was designed in 1978 by Gianni Versace. The logo represents the head of a representative of ancient Greek mythology - Medusa the Gorgon. The designer explained why he chose this character: “This is a synthesis of beauty and simplicity that can hypnotize anyone, just like the clothes produced by the brand.”

• Givenchy

In 1952, the Givenchy brand began producing clothing. high quality, as well as a line of jewelry and perfumes. The brand logo is very simple and concise. The quadruple G is placed in a square. It looks like Celtic jewelry.

Car brand logos

"Winged" cars:

Bentley- British luxury car. The characteristics of the car can be described in just two words - aristocratic luxury. The car's logo is the letter "B" enclosed in the wings. The emblem indicates the power, speed and elegance of Bentley limousines.

Aston Martin- The car logo was created in 1927. These are eagle wings that frame the Aston Martin inscription. The company's owners compared their car to an eagle. Because the eagle is a fast, agile and predatory bird.

Chrysler- The first logo of American cars was a pentagonal star created in 1923. After the company joined the German concern Daimler AG in 1998, the logo was changed to “open wings.” They demonstrate the virtuosity and uniqueness of Chrysler vehicles.

Cars with animal logo

Jaguar- whose emblem was originally SS - Swallow Sidecar. In English, “swallow” means “swallow”. After the Second World War, most Europeans had negative associations with the SS emblem (association with fascists), so the company owners decided to change the name of the brand. The Swallow Sidecar has been replaced by a Jaguar. Agree, strength, elegance and grace are very suitable for modern Jaguar cars.

Lamborghini— at first the Italian company was engaged in the production of tractors. Therefore, the bull became the emblem of the company. This animal is very hardy and strong. Nowadays, Lamborghini cars are powerful, expensive supercars, and the golden bull emblem suits them very well.

Ferrari— the car logo of this brand is familiar to everyone. Its main attributes are a prancing black stallion on a yellow-gold background with a painted Italian flag at the top of the logo.

The Ferrari emblem was originally on the plane of pilot Francesco Baracca during the First World War. Enzo Ferrari asked Francesco to give him this logo. The pilot agreed and gave Enzo the right to use the logo.

The best music industry logos

Virgin is a British record label. Created in 1972 by Richard Branson and Simon Draper. The name of the label is very interesting. Virgin in English means “virgin”.

The Virgin Records logo (the first company) was created by English illustrator Roger Dean.

A few years later, the Virgin brand became very popular among English performers. After Virgin signed punk rock band the Sex Pistols, Branson decided the company lacked chutzpah. Therefore, it was decided to change the company logo.

Legend has it that one of the artists drew the new logo we know today on a napkin. Branson really liked it. Richard associated the new logo with his company. “Simplicity, attitude and energy are about us,” said Branson.

Sony Music Entertainment- created in 1988 and owned by Sony. One of the "Big Four" record companies in the world. Sony Music covers almost all show business.

The company's first logo was multi-colored, small triangles in the middle of which were the letters SMV. The company logo changed very often. In 2009, Sony Music decided to make the logo completely different. The new logo looks like this: a simple red brush effect on a white background and the text “SONY MUSIC” appears in the appropriate Sony font.

AC/DC- a world famous rock band. Most people may not be familiar with the band's work, but everyone recognizes the AC/DC logo.

Creative director Bob Defrin helped create the logo for the rock band. The font was chosen from the Gutenberg Bible, the first ever printed book.

Huerta's intention was to create an emblem based on the biblical imagery of the AC/DC song "Let There Be Rock." Of course, the lightning and blood red coloration suggest the presence of less angelic influences.

The Rolling Stones- famous British rock band. Designer John Pache helped create the group's logo. He received 50 pounds for his work. The designer was inspired by Mick Jagger's expressive lips and tongue. It was also inspired by the Hindu goddess Kali.

Queen- British rock band of the mid-1970s. She captivated the hearts of many listeners. The logo was created by the lead singer of the group, Freddie Mercury. He depicted the letter Q (the name of the group), which is surrounded by the zodiac signs of the band's musicians.

Logo Design Trends 2017

Design trends change almost every season. This applies not only to clothing, makeup and style, but also to trends in logo graphic design.
Logo trends 2017

Minimalism

Many companies resort to this style, because minimalism is simplicity and conciseness. Minimalism uses very few colors. Everything should be simple and executed in the same style, without unnecessary additions.

For example, the well-known application Instagram used this style.

The company's first logo was a black and white image of a Polaroid OneStep camera. In May 2016, the company decided to rebrand not only the logo, but also change the design of the application. Now it's a camera and a rainbow made with a gradient effect.

Gradient colors

Creating a logo with a gradient of colors is a very good move for many companies, because this trend will be at the peak of popularity for a long time. A striking example is the international payment system MasterCard. The company's designers simplified the design and used fill geometric shapes logo.

Black and white trend

Black and white design will always be in trend. Laconicism and simplicity of two colors is always a win-win option.

The best example is the world famous brand Nike.

Carolyn Davidson helped create the logo for the brand. The logo features an abstract wing of the goddess Nike.

Geometric shapes

To create a unique but at the same time simple logo, designers use geometric shapes that are very easy to perceive and remember.

Example - logo YouTube - a service that provides video hosting services. The brand logo is a “bubble” in the middle of which there is a “play” icon.

Lettering

Quite a simple style. Letters are selected specifically for a specific name or text and are used only once.

Lettering can include a company logo Google. The company's first logo was created in a graphics editor by co-founder Sergey Brin. The designer of the new Google logo style was Ruth Kedar. It was she who came up with the logo design that we know now.

hand drawn

Hand-drawn logos look clear and “folk-like”. Many world famous companies use this style.

Johnson & Johnson — good example new trend of 2017. The company logo is very simple - red text on a white background, handwritten.

Web animated logos

Web animated logos are a trend for 2017. They look very bright, extraordinary. With the help of Gif logos you can attract the attention of consumers.

Disney has been using this trend for a long time. Back in 1985, Tinker Bell began flying over Sleeping Beauty's Castle.

The KOLORO company will develop for you a unique design of your logo, because our specialists are always on the topic of new trends in world design.

Logo, sign and emblem. Terminology. Alexander Shiryshev.

Sign, logo, emblem - everyone has heard these words, many actively use them, but most use them for other purposes. Why is a sign called a logo, and an emblem called a sign? Why did the designer get lost in three birch trees and drag the client there? Let's figure it out. Let's start with the logo.

“Logo (from the Greek logos - word and typos - imprint) is an original outline, an image of the full or abbreviated name of a company or a company’s products. It is specially developed by the company in order to attract attention to it and its products.”— Raizberg B. A., Lozovsky L. Sh., Starodubtseva E. B. Modern economic dictionary. 5th ed., revised. and additional - M.: INFRA-M, 2007. - 495 p. — (B-ka of dictionaries “INFRA-M”).

“Logo (from the Greek logos - word + typos - imprint) is a hand-set letter with the most common syllables or even words. Logos were used in the early stages of printing to speed up the typesetting process."— Milchin A.E. Publishing dictionary-reference book. — Ed. 3rd, rev. and additional., Electronic - M.: OLMA-Press, 2006.

“Logo (from German Logotype, English logotype - Stefanov S.I. Advertising and printing: experience of a dictionary-reference book. - M.: Gella-print, 2004. - 320 pp.: ill. - (Advertising technologies).

All the above definitions agree on one thing: logo- this is some kind of indivisible combination of letters. Specifically in design - verbal trademark. This can be the name of a company or product, typed in a ready-made font, or an original style drawn by the designer for this work, a calligraphic inscription, a monogram, a monogram. Obviously, it is wrong to call a trademark a logo in general, especially if it represents some kind of image not related to letters. However, you can often find illiterate use of this term. Even at the end of the last definition this situation is mentioned.

Logo. Alexander Shiryshev.

Sign- a very broad concept. The simplest definition I found explains it as “something capable in some respect of acting instead of something else, that is, being perceived by some living object, having meaning”(Russian Humanitarian encyclopedic dictionary: In 3 volumes. - M.: Humanit. ed. VLADOS center: Philol. fak. St. Petersburg state University, 2002).

I dare to assume that by “living object” here we mean a person. The newest philosophical dictionary interprets this concept even more clearly.

“A sign is traditionally a material, sensually perceived object (event, action or phenomenon), acting in cognition as an indication, designation or representative of another object, event, action, subjective formation. Designed to acquire, store, transform and broadcast certain information (messages).”— The latest philosophical dictionary: 3rd ed., corrected. — Mn.: Book House. 2003.- 1280 p. - (World of Encyclopedias).

Based on these definitions, anything can act as a sign. Therefore, for our specific application case, it would be correct to clarify the concept. There are several options: graphic sign, brand name, signet, trademark, emblem, trademark. Dictionaries are full of definitions for each of these concepts, sometimes intersecting in meaning, sometimes contradicting each other, demonstrating a complete lack of understanding by the compilers of what they are talking about and why they are introducing these terms into use at all.

The designer needs this term for one simple reason: it is one of his products. The client needs to explain why it is, how much it costs and how it is used. Obviously, explaining these things using the term “this bullshit” is not very convenient. What is the name of the original Nike lettering? We have already found out - the logo. What do you call the "swoosh" - Nike's famous arc? For now, we can answer this question using the method of contradiction: this is definitely not a logo. How to indicate a situation when they are used together? Another question to which the designer should know the answer, if only because there is a corresponding section in the standards passport and it should have a name.

Before we continue to terminology, let's deal with two harmful phrases: trademark And trademark. They are borrowed from the advertising industry, which has a very mediocre relationship to identity. For advertisers, these terms are enough for communication. For a designer, they are too rough and conventional. Firstly, because anything can be hidden under them. Secondly, adjectives trading And commodity are misleading regarding the object of the design services application. After all, not only a product, company or service can have a corporate identity, but also non-profit organization, government or educational institution, city, country, TV show, film, festival, sports team, person and much more. It's hard to imagine the phrase trademark of the Ministry of Education or trademark of the Grushinsky Festival.

We will denote the object of the design services application (company, product, organization, institution, country, event, etc.) with the word brand. In the context of this article, it is not important to us that the brand is the result. Here and further, we will mean that the object for which we are developing a passport of corporate identity standards will sooner or later become a brand.

So, we need to define with a term such a phenomenon as a graphic sign of a brand. To be sure that we understand each other, I will give specific examples: Apple apple, McDonalds arches, Nike swoosh, Mercedes star, MTS egg, multi-colored Windows window.

Of the candidates for the designation of this branded element, the following terms remained: brand name, signet, graphic sign And emblem. Adjective branded concept sign does not specify, which means the term remains as inaccurate and cloudy as without it. Signet- Anglicism (from the English signet - sign, stamp), also not deepening the concept of sign. Thus, as a precise term it makes sense to consider graphic sign And emblem.

“Emblem (from the Greek emblema - insert, convex decoration), a conditional explanation of an abstract concept, idea using some image (for example, a dove - E. of the peace movement); often considered as a type of allegory. In the narrow sense, it is a symbolic image.”— “Great Soviet Encyclopedia.”

“Emblem (from Latin emblema - insert, convex image) is a conventional symbolic image of a concept or idea; Unlike a symbol, it does not embody the content of the concept, but only points to it.”— Raizberg B. A., Lozovsky L. Sh., Starodubtseva E. B. Modern economic dictionary. 5th ed., revised. and additional - M.: INFRA-M, 2007.

“Emblem (from the Latin emblema - Stefanov S.I. Advertising and printing: experience of a dictionary-reference book. - M.: Gella-print, 2004.

These definitions also apply to the term graphic sign. However, the concept graphic sign mixed with concepts trademark, brand name and even trademark, and the phrase itself graphic sign in practice it is simply reduced to sign. Sometimes a designer uses the term sign, understanding what is hidden underneath it graphic sign, sometimes not.

The legislation of the Russian Federation contains the concept of a trademark, which combines logos, brands, and trademarks. All these designations, which individualize the products of companies and individual entrepreneurs, are not separated into separate categories, so many people think that all these concepts are identical to each other. Let's see what is the difference between a trademark and a logo, a trademark and a brand.

Obvious differences between a trademark and a logo

A trademark may include elements of various types: verbal (including individual letters and numbers), visual (emblems, drawings, signatures, monograms, color combinations), volumetric. Some trademarks are a combination of elements of different types.

Service mark is a designation that identifies services in the same way as a trademark identifies goods. A trademark and a service mark are identical in nature.

The legislation of the Russian Federation allows registration of the following types of designations as a trademark:

• Verbal - individual words or their combinations, letter combinations, entire phrases, neologisms and made-up words. Examples – PlayStation, Samsung, “House in the Village”, Fujifilm, etc.
• Corporate slogan, motto (“I’m loving it”, “Manage your Dream”, “After all, we deserve it”, etc.).
• Various images - animals, people, things, natural objects, abstract figures, lines and spots. For example, a Michelin man, a Renault diamond, a Nike swoosh.
• Combined means of individualization, which contain both volumetric and text components, and drawings. Such trademarks include logos and product labels, for example, Maximum radio, McDonald's, Camel cigarette packaging, etc.
• Three-dimensional symbols consisting of one or more shapes. The original packaging of goods is usually registered as such trademarks.
• All the rest are light, olfactory, sound (call signs of radio programs, screensavers of TV shows).

Rights to registered trademarks, including logos, may belong to both the enterprise and to an individual, and you can own any number of trademarks.

When creating a trademark, you must follow the provisions of the Civil Code. This task is somewhat different from the development of similar signs - emblems, logos, etc. - for non-commercial use.

A trademark is the identity of a company, an individual product or service, or a product line. Its main function is to identify and favorably position the product, its manufacturer or seller, therefore the trademark must meet the following requirements:

• be easily recognizable;
• quickly read without losing content;
• reflect the specialization of the company, the essence of the service, the advantages of the product;
• not to be confused with other people's trademarks;
• be potentially protectable.

A high-quality trademark of any type is concise and understandable to the consumer, instantly recognizable, but does not seem primitive. Trademarks, especially logos, must distinguish a product from similar products, and a company from competitors, and be associated with its carrier, and always (therefore, it is not advisable to make a logo or trademark fashionable or overly complex).

The scope of application of trademarks is very wide, and this is what distinguishes them from logos. The logo and color scheme form the basis of the company’s corporate style, in accordance with which its products, offices, advertising materials of all types, and the corporate website are designed.

Owners of trademarks can indicate next to their logo or name that this designation is registered in the Russian Federation as a trademark and that the rights to it are protected. This marking is a guarantee of the authenticity of the purchased product for the buyer.

In some countries (Japan, USA), the use of warning labels is enshrined in legislation. It is recommended to mark logos and other marks that individualize the manufacturer with a mark in the form of the letter R (with or without a circle) or the inscription “trademark” or “registered mark”. Also widely used are the marks “Trademark”, TM (worldwide), “Registered Trademark” (in the UK), “ Marque déposee"(in French-speaking countries, primarily France and Belgium), "Marca Registrada" (in Latin American countries). However, their use, according to Article 5D of the Paris Convention, is not mandatory, and the trademark owner himself decides whether to put an appropriate mark near the logo.

Unlike these countries, Russia does not yet have a legally established analogue of such labeling. In practice, entrepreneurs mark their trademarks and logos with the letter R or the text “Registered trademark (trademark).” But the use of such markings for logos, brand names and other designations that are not registered as trademarks is fraught with criminal liability under Article 180 of the Criminal Code.

This is all the basic information regarding trademarks. Now let's move on to the question of what is the difference between a trademark and a logo. Both of these terms refer to means of individualizing products and companies, but there are significant differences between them.

What is a logo?

• The first part of the term “logo” comes from the Greek “logos” - “word, speech, mind”. This root is actively used in the vocabulary of most European languages.
• The second part of this term “type” is taken from English (“type”) and means a symbol, pattern, imprint. That is, in a literal translation, the logo will mean the imprinting of a word, its appearance, reflection in the material world.
• At a time when books were typed by hand from individual metal characters, from which the print was then transferred to paper, the most common words were not disassembled into characters each time, but were stored and inserted into the strip ready-made and fixed on a metal base. These blanks were called logos.

Thus, a logo is a visual representation of a name, stylized in a special way and used in a non-name form. The difference between a logo registered as a trademark and a name is that for a name, only the meaning and sound of the word is important, and for a logo, its appearance and way of writing are also important.

The copyright holder of a verbal designation can use it as a trademark and call it a trademark.

A designer hired to design a sign must clearly understand the differences between a trademark and a logo in order to create exactly what the customer expects from him.

From a legal point of view, it is incorrect to talk about the differences between a logo and a trademark, since normative legal acts RF, only a trademark is mentioned, and the concept of a logo is absent as such.

The difference between a brand and a logo

Any original elements of a product, brand, or manufacturer that distinguish it favorably from others can act as a trademark.

A trademark may include a company name, a logo, a typeface, a combination of colors or one corporate color, a sound line, slogans and mottos, packaging design, etc. The main difference between a trademark and a logo is that it includes much more a wider range of objects than a logo. The second difference between them is in their functionality: trademarks are used only for commercial purposes, and the scope of application of logos is somewhat wider.

A trademark is often considered a synonym for a trademark, but this is not entirely correct - there are also differences between them.

A logo can only be the outline of a name, stylized in a certain way, distinguished by uniqueness and serving to identify a brand, company, product, service, person, etc. A logo can consist only of a text part or of text and graphics. The text component of the logo is the name (of a product, brand, enterprise), typed in its entirety or as an abbreviation. The visual part (brand name) is a graphic element that performs the same task - to distinguish a product, manufacturer, seller, etc. from the mass of similar ones.

Many people prefer to buy things based on a trademark or logo. What are these signs?

What is a trademark?

Under trademark It is customary to understand the registered and at the same time legally protected name of a product, service or manufacturer’s brand. Sometimes referred to as a "trademark" or "service mark". The owner of a trademark and the holder of exclusive rights to it in Russia can be individual entrepreneur or organization.

The right to own a trademark, as a rule, is valid only in the territory of a certain state. But if necessary, you can register a trademark in several countries. This is what large manufacturing brands are doing, expanding the geography of their presence in the global market. In political associations of states in which legislation in the field of trademark protection is unified (for example, in the EU), it may be sufficient to carry out the corresponding registration in only one country included in the association.

No one except the owner has the right to use a trademark protected by the legislation of the Russian Federation to designate a product, packaging, or as an element of advertising. However, if a particular trademark is used for non-advertising purposes or is not related to making a profit, it can be used quite legally not only by the copyright holder, but also by any other person or organization.

What is a logo?

Logo is a stylized graphic sign, word or image used to individualize a brand, enterprise or individual. Not necessarily related to business and may not always be protected by law. But most often, a logo is understood as an image that is still related to commercial activity. There are quite a few types of logos. Among the most common is the emblem, which is a picture (with or without words) that carries some meaning. For example, if it depicts a seaside, then the brand using this logo may be related to travel or sailing.

The closeness of the concepts of logo and trademark is quite obvious. The fact is that a trademark can be placed on any product or advertising banner in the form of a logo. If it contains not only text, but also graphics that carry some meaning, it will be an emblem.

Comparison

The main difference between a trademark and a logo is that the former is subject to mandatory registration with government and other structures, which subsequently guarantee its legal protection. While the logo, as we noted above, may not always be protected by law. But the logo that is registered in the prescribed manner may be a trademark.

In turn, not every trademark will necessarily be a logo. For example, if it represents a unique phrase and is indicated in official documents (for example, in contracts between the supplier and the buyer of a product), then it will not be entirely correct to consider it as a logo. However, the use of a trademark for such purposes usually has legal meaning.

Another nuance is that a logo and a trademark can be completely different and used separately from each other. Examples of this huge amount. For example, Pepsi is a trademark. However, the word Pepsi may not be present in the structure of the world-famous logo of this American brand. In this case, the corresponding Pepsi logo will most likely be registered as an independent figurative trademark.

The same can be said about brands such as Microsoft, Nike, many automobile companies, beverage manufacturers, clothing manufacturers, etc.

A small table will help us to more clearly consider where the difference between a trademark and a logo is most obvious. (The keyword was entered somewhat awkwardly.)

Table

Trademark	Logo
What do they have in common?
The logo can be registered as a trademark
The trademark may be displayed as a logo
What is the difference between them?
Must be protected by law	Not always protected by law
Can be in either graphic or text form	Rarely appears only in text form, usually supplemented with graphic elements (if these predominate and carry meaning, then they are called an emblem)
May appear in official documents and have legal significance	As a rule, it is not indicated in official documents, and even if it is indicated, it has no legal significance
Can be used separately from the logo	Can be used separately from the trademark