Have you ever considered that your logo, might, just might, not be an original creation?


In a recent discussion with an experienced business owner, it was discovered that their logo – which was believed to be an original design for their business – turned out to be part of stock icons which was purchased and utilised for the logo. Not only that, but that same icon was also used by a different company for their logo, which had been trademarked registered.   


So why am I telling you this?

In hopes that other businesses avoid this costly mistake as well.

I believe that all businesses should understand and know what they are getting into when creating their brands, logos and graphic design for their businesses and ensure they are getting the best outcomes, with their vision and goals in mind.

Far too often, design – or elements of design – are used without much further thought. For example, if the business is in the plumbing industry, one does not necessarily have to have a pictorial image of pipes as an icon, or part of the logo at all. It’s not to say you can’t, you just don’t have to.

Instead, look a little deeper to discover elements that will differentiate your business. Understanding the business foundations and goals, as well as their competitors and ideal target audience, will often help you to discover and uncover new, different, and exciting ways of representing your business, unlike what’s immediately obvious.

How is your business different?
What do you want customers to know about your services?
What makes you unique?

The most obvious design might be the quickest, it might even be the cheapest (at first), but how will this choice affect your business down the line? Consider for a moment: –

  • Are you be able to trademark your business logo without the need to waste time and spend money fixing it first?
  • Do you have full copyright of your designs, or does the ownership still belong to the originator of the design? Without having this written consent and transferral of copyright, you may be surprised to find that the logo (artwork or photography) still legally belongs to the creator.
  • Will you have to pay legal fees if someone sued you for trademark or copyright infringements, because your logo utilised stock imagery or icons?

The first thing to do, when you engage a brand designer, would be to ask the right questions. Some examples:-

  • Will I be able to trademark the design?
  • Will I have full copyright assigned to me?
  • Do you use stock imagery for Logo’s

Another sure-fire way to ensure your designs are unique would be to understand the design and branding process and if this includes a deeper understanding of your business and your goals (it goes without saying that many designers and businesses will have their own unique methods). However, If they limit their understanding to a few of the following questions, then it’s highly likely they outcome will produce and obvious result, using the fastest method (which may include the use of stock icons), for example: –

  • What is your budget?
  • What colours did you have in mind?
  • What does your business do?
  • What is your business name?

Like any service provider that you may potentially engage in your business, such as an accountant or a lawyer for example, you need to make sure that they have the knowledge, experience and demonstrated ability to achieve the goals you want to reach. The same can be said for the designer, brand specialist or strategist that you choose to work with.  Review their portfolio, ask permission reach out to their clients, look at their testimonials, and don’t feel embarrassed to ask questions.

At the end of the day your brand and logo are your responsibility.


The process should be something to enjoy and not to fear. That’s why at The Luxe Branding Co we truly get to know each client, to uncover their brand foundations, understand their goals and work together to make their vision a reality.


Are you ready to start your brand journey. To be seen, recognised and remembered?

Book your complimentary call here