What a logo is and what it is for

Logo types, vector formats, the difference from a trademark and brand identity, and protection in Ukraine.

February

2021

A logo is the graphic mark of a company or product: a name, a symbol or both, by which customers recognise the brand. It appears on the website, signage, packaging, documents and social media profiles.

In short

A logo is a recognition mark; a trademark is a logo registered as a legal right.
Main types: wordmark, lettermark, pictorial mark, combination mark and emblem.
A vector logo (SVG, PDF, AI, EPS) scales without losing quality.
A good logo reads at 32 px, in one colour and on a dark background.
In Ukraine a logo is protected by registering a trademark with UANIPIO.

What is a logo, in plain words?

A logo is a company's signature that people see before they read the name. The word comes from the Greek logos, "word", and typos, "imprint". A logo can be text only (the name set in a distinctive typeface), a symbol only, or a symbol combined with the name.

A logo answers two questions for the customer: "who is this?" and "have I seen you before?". So it has to be simple, legible at small sizes and consistent across every medium.

How is a logo different from a trademark and brand identity?

Term	What it means
Logo	The graphic mark of a company or product
Trademark	A sign registered in the state register, giving an exclusive right of use
Brand mark	A symbol without the name, part of the logo
Brand identity	The logo plus colours, typefaces, layout rules, document and social media templates
Brand book / guidelines	A document with the rules for using the whole identity

What types of logos are there?

Wordmark — the name set in a distinctive typeface. Good for short names.
Lettermark — an abbreviation or initials. Works for long names.
Pictorial mark — an image without text. Recognised only after long market presence.
Combination mark — symbol and name together. The most common choice for small and mid-sized businesses.
Emblem — text inside a shape: a seal, crest or badge.

What is a vector logo?

A vector logo is described mathematically, with lines and curves. It can be enlarged to billboard size or reduced to a browser tab icon without losing sharpness. Formats: SVG for the web, PDF, AI and EPS for print. Raster PNG and JPG files are needed for social media and documents, but they should never be the master file.

Ask the designer for a full set: colour, monochrome and reversed versions; horizontal and stacked layouts; a separate symbol for avatars and the favicon.

Why does a business need a logo?

Recognition: customers spot you faster in search results, on maps and in social feeds.
Trust: a designed brand looks like a company that stands behind its work.
Protection: a registered mark lets you stop copying.
Consistency: website, packaging, ads and documents look like one company.

A logo works together with the website. If the mark is updated and the site keeps the old style, customers see two different companies. That is why a logo is often done together with a brand website or a redesign.

How to check a logo before approving it

Shrink it to 32 px: the mark must stay legible.
Convert it to one colour: the shape must hold together.
Place it on a dark background and on a photo.
Search the trademark register and the web so you do not repeat someone else's mark.
Look at it as an avatar on Instagram, Telegram and Google Maps.

How to protect a logo in Ukraine

As a design work, a logo is protected by copyright from the moment it is created. The exclusive right to use it as a mark for goods and services comes from registering a trademark with Ukraine's national IP office, UANIPIO. Applications are filed by Nice Classification classes. Unlawful use of a registered trademark carries civil, administrative and criminal liability (Article 229 of the Criminal Code of Ukraine). Rights to a logo made by a designer or agency should be transferred under a contract.

Frequently asked questions

Is a logo the same as a trademark?

A logo becomes a trademark only after registration with UANIPIO. A logo is a graphic mark; a trademark is a sign entered in the state register and protected by an exclusive right.

What does "logo" stand for?

It is short for logotype, from the Greek logos, "word", and typos, "imprint". Today it means the graphic mark of a company, product or project.

Which file format should my logo be in?

The master file should be vector: SVG, PDF, AI or EPS. For social media and documents you also need transparent PNGs in several sizes.

Can I make a logo with a generator or AI tool?

For a draft, yes. For a business you still need to check the mark is unique, get a vector master file and secure the usage rights. Generators often fall short on these points.

How many colours should a logo have?

Usually one to three. A logo must also work in a single colour: in print, engraving and documents.

Need a website that carries your logo through?

Send us your logo or brand materials. We will build a website in one consistent identity: a website within 10 working days, a landing page within 3 working days after the brief and materials.

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