Choosing the Right Mark for your Business

“Logos are the graphic extension of the internal realities of a company.” —Saul Bass

A ‘mark’ has a significant impact on how customers view your business. Throughout today's modern society, people are constantly bombarded with trademarks in their daily lives. Take, for example, the names Q-tips, Band-aid, Super-glue, Tupperware, and Popsicles; customers unconsciously consider these trademarks as the actual products rather than their respective names. As a result, you want your logo to stand out. But how are you going to get there? Today's business owners must understand that their brand must have a personality in order to stand out from the competition. Companies that are unable to tell a compelling story about their business, product, or services may have trouble retaining customers.
A ‘mark’, on the other hand, is one of the most valuable assets when it comes to your business and it must not only communicate your brand's vibe but also be instantly identifiable by your customers. The most important thing to note when creating a mark for your company is that the logo or emblem you create should represent your company's name, brand, and objective. A mark should act as a guide, directing customers to your products and services. Customers will become acquainted with your brand and begin to associate those products or services with your business if you market your logo effectively both online and offline. Consider the big names in the business: Domino’s pizza, Apple, Nike, and Twitter all have logos that speak for themselves and have become associated with the brand name.

Why should your business register its trademark(s)?
Registering your trademark, logo, and/or business name should be a top priority when starting a firm. If a company or person wants to shield their logo from third-party infringement, they must first register their trademark in India. Although unregistered trademarks used in the sale of goods or services may have some legal protection, the burden of proof is substantially higher if someone copies or infringes on your work. Having a registered trademark on file provides extra protection for the business owner, such as inferred ownership and a lower burden of proof. The trademark registration assures that no other companies have an identical trademark and grants your company exclusive rights to use and market the brand. In the event of trademark infringement, the trademark registration will give you the legal right to sue a third party. The owner of a trademark will have the exclusive right to use it for its goods or services after it has been registered. The shape of products, their packaging, and a mixture of colors are all examples of trademarks that can differentiate one person's goods or services from those of others.

Why is ‘mark’ registration so important in today's corporate environment? Assets of Significant Value
For your company/business, a registered trademark is a valuable asset. These assets continue to appreciate over time. The value of your trademarks will naturally increase as your company expands. As a result, as your company expands, so does the value of your trademark.

Your Brand's Protection
A trademark registration establishes ownership of a brand, name, or logo. It safeguards your brand from unauthorized third-party use. The registered trademark establishes that the product is entirely yours and that you have sole authority to use, sell, and change the brand or items in any way you see fit.

Provides a sense of exclusivity to the brand
Every firm requires a distinctive brand or logo that distinguishes it from the competition. As a result, a registered trademark offers your company a distinct identification.

Tool for easy communication
Yes, trademarks may be a powerful and simple communication tool. They are selfexplanatory. It's easy to tell which brand your goods belong to, thanks to a registered trademark. For example, if you see a half-bitten silver apple on any device, whether it's a laptop or a phone, you know it's an Apple product.

Customers will have no trouble finding you!
Customers can easily locate a product with a registered trademark. The trademarks that are registered can be easily traced, and customers can readily reach your goods because it is an effective instrument with a distinct identity.

Types of Trademarks

• Coined or fanciful trademarks are invented words or signs without any real meaning. Because they are entirely the result of your imagination, a competitor selling the same products would have no justification for using the same or a similar trademark. Fanciful trademarks are legally the strongest trademarks as they have the greatest chance of receiving registration. Example, KODAK® is a trademark of Eastman Kodak Company.
• Arbitrary trademarks are words or sign that have a meaning, but one that has no logical relation to the product they advertise. Although arbitrary trademarks are also very strong and easy to protect, marketing people typically do not like them much more than fanciful trademarks, and for the same reason – they may require heavy advertising to create the association between the trademark and the product in the minds of consumers. Example, the logo “Apple” for personal computers, “Sun” in connection with computer technology, or “Camel” in connection with cigarettes are arbitrary marks.
• Lettermarks/Monogram, What are the similarities between IBM and NASA? The only thing these businesses have as a logo is text, and that text is an expression. While the Lettermark logo appears simple at first glance, there is a lot of logo design work that goes into them. Global companies will pay a high price to get their Lettermark completely personalized, to a new font type and color — both of which will almost certainly be trademarked. The best thing about this logo design is that it's simple to read, remember, and can be printed on almost every promotional item.
• Descriptive trademarks are trademarks which merely describe some feature of the product in question, like its quality, type, efficacy, use, shape, quantity, intended purpose, value, raw material, origin, place of sale, location for provision of service, time of production, etc. An example of a merely descriptive mark would be COLD AND CREAMY for ice cream. Marks of this type are generally not granted trademark protection.
• Generic signs are words or signs that name the species or object to which they apply. These are totally without distinctiveness and are not eligible for protection as trademarks because giving them protection would deprive competitors of the right to refer to their products by name. For example, No one can claim the exclusive right to use the word CHAIR for a chair. Similarly, an apple would be a generic symbol for marketing apples, but it is arbitrary for marketing computers.
• Wordmark: If you're looking for a simple logo, this is the place to be. When it comes to presenting your company name clearly and concisely, the Wordmark logo design is the best option. Coca-Cola, Google, Subway, and Uber are just a few examples of well-known companies that have chosen a Wordmark logo. Get creative with font types, font size, and font color to make your Wordmark logo stand out.

• The Magic of Design: Hidden meanings in logos represent the magic of design, Create logos with secret meanings, subtly or not-so-subtly, building a complex logo with which people can interact, is one way that clever designers have engaged their audience with. The art of design is described by hidden meanings in logos. The best design isn't about making something pretty; it's about conveying meaning and feelings to the viewer to establish a connection. The intelligence of some of the more complex hidden meanings is that they are often overlooked. People have the impression that they "get it," that they are members of an exclusive club, and that they have a connection to the business. Take for example, ‘Hope for African children initiative’ the logo they used puts all these words in a simple graphic representation! It depicts a child and a mother, with a map of Africa in the middle. The number "31" is hidden in the design of the Baskin-Robbins logo. The ice cream company is recognized for its 31 flavors, and the number is included in the pink letters "B" and "R”!
• Thinking like your audience: Make a list of words that describe your brand and the image you wish to project. Consider yourself a member of your target audience, and keep in mind what matters to them.
• Mood board: When conceptualizing your logo, don't be scared to think outside the box and be a little unconventional, the first thing you want to do is pick the right aesthetic for your brand. If you want to get a similar look, include photos of antique logos, hand-drawn graphics, and organic forms and colors in your mood board. No one style is right for everyone, only what’s best for your brand.
• Checking out the competition: Where should you go if you want to steal or borrow ideas? You have a competitor! Examine what's presently available, what resonates with your target demographic, and what you should avoid. Consider how you may emphasize the contrasts between you and those other firms in your logo design while stalking those other businesses. Make a point of distinguishing yourself from the competition. If everyone else in your field is going monochrome, you might want to use some color to stand apart. If everyone else's design is classic, perhaps a colorful and trendy logo will stand out.
• Choosing your design style: It's time to start translating your brand into design now that you have a strong sense of who you are and what you want to achieve. Colors, forms, and visuals, as well as text, all play a role in this design. Isolating each component and what it can accomplish for your logo will allow you to handle things one step at a time rather than becoming overwhelmed by the entire design at once.

Clever Drafting of Logos

1.

Trademark

The mark consists of a concentric circle design with the word ‘STARBUCKS’, the logo depicting a "crowned maiden with long hair"

Hidden Message

The woman on the cover, She is a Siren, a 16th century Norse twin -tailed mermaid. The Siren signifies the maritime history of coffee and the seaports of Seattle, the city where Starbucks originated.

2.

Trademark

Three stripes is a trademark of Adidas consisting of three parallel lines, which typically feature along the side of Adidas apparel. Adidas was known for this branding early in its history, with its owner, Adolf Dassler, describing it as "The three stripe company".

Hidden Message

The reason that they're drawn at an angle is because together they represent a mountain, thereby symbolizing the challenges that customers must strive to overcome every day.

3.

Trademark

Pinterest Inc., the social media giant with the software application has its name derived from the word “pin” as a trademark

Hidden Message

The giant p in the Pinterest logo is more than meets the eye. Of course, it's quite literally the first letter in the brand's name, but the way it's drawn is also meant to look like a push pin (because Pinterest boards—get it?).

4.

Trademark

Dominos Pizza (Label) is a Device Trademark filed on 16 May 2011 in State. Domino's Pizza is a trademark for a pizza restaurant chain.

Hidden Message

When Domino's first opened, the founders didn't expect the pizza chain to get as big as it did, and so they intended to add a dot to the dominos in the logo every time a new location opened. However, the company quickly grew too big to do such a thing, and so today the three dots in the logo represent the three original locations.

5.

Trademark

AUDI is trademark of AUDI AG, trademark filing has the four rings connected

Hidden Message

The four circles that comprise the Audi logo represent the four companies that made up the Auto-Union Consortium in 1932: DKW, Horch, Wanderer, and Audi.

6.

Trademark

VAIO, stands for Visual Audio Intelligent Organizer, was first introduced 18 years ago in 1996. Vaio (Logo) is a Device Trademark filed on 08 December 2011

Hidden Message

The first two letters of the logo of Sony Vaio make up a wave, which represents an analogue symbol, whereas the last two are similar to the numbers 1 and 0 - that is, symbols of a digital signal.

7.

Trademark

Volkswagen AG (VW) is the owner of the German figurative trademark "VW"

Hidden Message

''V' stands for 'volks' which means people in german whereas 'W' stands for 'wagen' which means a car, the logo symbolizes that its the car for the people!

8.

Trademark

Shell Trademark Management BV, Shell Oil Company and Equilon Enterprises LLC (collectively "Shell"), The first logo in 1901 was a mussel shell,

Hidden Message

The red and yellow for the coloration may have their origins from the company's Scottish Director in 1915. Red and yellow form the basis of the Royal Standard of Scotland.

9.

Trademark

Mozilla Foundation owns the trademark "Firefox”. Firefox is a trademark of the Mozilla Foundation in the U.S. and other countries

Hidden Message

When you look at the Firefox logo you think it’s a fox right? No. Turns out it’s a panda, the name of the panda is Firefox.

10.

Trademark

Unilever is an Anglo-Dutch multinational consumer goods company, The big blue 'U' of logo stands for Unilever. Each icon within the logo has a rich meaning at its core.

Hidden Message

The Unilever logo was designed to include a little bit of everything. The British company added “a spoon, an ice cream, a jar, a tea leaf, a hand and much more” in the logo design, reflecting the essence of the brand. According to the company website, each part of the “U” has a unique meaning and is a visual expression of “making sustainable living commonplace.

11.

Trademark

Hope for African children initiative was started with the view of protecting and helping children in Africa who were orphaned when their parents suffered or died from HIV AIDS.

Hidden Message

The logo they used puts all these words in a simple graphic representation! It shows a child and a mother and the map of Africa between them.

12.

Trademark

The Bronx Zoo is a registered trademark of WILDLIFE CONSERVATION SOCIETY.

Hidden Message

The negative space between the legs of the animals create the shapes of the famous NYC buildings

13.

Trademark

PITTSBURGH ZOO & PPG AQUARIUM trademark by Pittsburgh Zoo & PPG Aquarium, Inc. in Pittsburgh, PA, 15206.

Hidden Message

At first glance, you can see the obvious tree that is the main focus of the Pittsburgh Zoo & PPG Aquarium logo. But if you happen to look at the negative space on either side of the tree trunk, you will see the face of a gorilla on one side and a lion on the other.

14.

Trademark

The mark consists of a circle containing a cartoon of a smiling girl with freckles and dark hair with two pigtails each tied with a bow wearing a striped high-neck blouse with a cameo broach above the stylized word "Wendy's".

Hidden Message

This popular fast-food restaurant, which was founded by Dave Thomas for his daughter, Wendy, wanted a logo that gave people a feeling of “home.” Even though it has been said to be unintentional, if you look closely at Wendy’s collar in the logo, you can see that it spells “Mom.”

15.

Trademark

The six feathers of the peacock represent the network's six divisions: yellow for news, red for entertainment, blue for network, orange for sports, green for productions, and purple for stations.

Hidden Message

The logo was first used in 1956 and became known as the Peacock Network due to iconic logo mark. Since it’s inception the company has embraced the peacock associated and evolved six tail-feathers that represent each its departments including the News, Sports, Entertainment, Stations, Networks, and Productions. The peacock is also depicted facing the right to symbolise the company looking towards the future.

16.

Trademark

The mark consists of the word "PARAMOUNT" above a five-shadow mountain, enclosed in a dark incomplete circle and surrounded by an arc of stars. PARAMOUNT PICTURES is a trademark of Paramount Pictures Corporation. Filed in November 9 (2011)

Hidden Message

For the Paramount logo, the artist William Hodkinson drew a mountain very similar to Ben Lomond Mountain in Utah, where he grew up. On the original version, made in 1914, there were 24 stars: this was the number of actors who had signed contracts with the studio. However, the modern version features only 22 stars, and no one knows why.

17.

Trademark

FEDEX is a trademark of Federal Express Corporation. Filed in August 6 (2013), the FEDEX covers Tracking documents, packages and cargo over computer

Hidden Message

The logo itself is famous for it hidden message in the form of an arrow shape in between the negative space existing between the uppercase E and X. The logos designer Lindon Leader described it with the following quote.

18.

Trademark

The BR baskin robbins Trademark is applied as a (Device Logo/Wordmark) to be Registered under IP India Records.

Hidden Message

The Baskin-Robbins logo has the number “31” hidden in the design. The ice-cream company is known for having 31 flavors, and the number is a part of the “B” and “R” letters shown in pink.

19.

Trademark

QUIKSILVER is a trademark of BOARDRIDERS IP HOLDINGS, LLC. Filed in February 14 (1992), the QUIKSILVER covers men's, women's and children's clothing; namely, shirts, T-shirt etc.

Hidden Message

The Quiksilver logo is based on the 19th-century woodblock print The Great Wave off Kanagawa by Hokusai. The artwork hides Mount Fuji in the background, set within the crest of the wave, and it’s that exact imagery the Quiksilver logo simplifies and depicts.

20.

Trademark

“Wikipedia” is a trademark owned by the Wikimedia Foundation. The logo of the free online encyclopedia Wikipedia is an unfinished globe constructed from jigsaw pieces

Hidden Message

The unfinished globe, made of puzzle pieces with characters from various languages, represents the “incomplete nature” of the company’s mission to be the go-to information portal—and the fact that a site built on user submissions can never be complete.

21.

Trademark

Eagle Mountain Capital is a Private Investment Firm in USA

Hidden Message

The logo Includes eagle, horse, wolf in black, organic, positive and negative space, concealed, fly, flying, bird, silhouette