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What makes a logo yours, and what anyone can copy

Lesson 2 of 20 in Brand strategy.

Lesson

A well-drawn sans is a licence. A knight on a horse is a moat.

Five brand assets ranked by how many people recognise them without the name.

Three near-identical cards with the same blocky letter shapes sit on the left, and on the right one card with a drawn hare-and-moon emblem sits on an island ringed by a moat. — Three rivals can buy the same clean lettering, so their cards come out alike. A drawn emblem that nobody else has sits alone, like a castle behind its moat.

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Question 1, locked
A founder sets the brand name in a popular licensed sans and spaces it beautifully. What does the lesson say they now have?
- A mark that becomes fully theirs once it is well spaced
- A drawn device that nobody else can ever have
- Something rented alongside everyone who licensed it
- A wordmark protected as a drawing in most countries
Question 2, locked
Burberry swapped its knight on a horse for a bold sans wordmark in 2018. What real problem did that solve?
- The old lockup could not be an app icon or a pattern
- The knight had become too costly to register and defend
- Customers had stopped recognising the knight altogether
- The horse looked too close to a rival fashion house's mark
Question 3, locked
Two brands file to register their marks. One is an unusual drawn device, the other a familiar-looking word. Why might the device cost less to register?
- Drawn devices are filed under a cheaper class of mark
- Examiners give priority to marks with pictures in them
- Words need a separate filing for every typeface used
- The examiner has fewer marks to compare it against

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