I used to work with an advertising company so I’ve been down this road before.
To use it another companies logo or “reasonable representation of “ as your own logo can run you into problems.
The company who owns the rights to the logo can approach you with a cease and desist suit because:
1: You used the work king
2: The shape of the logos are similar
3: The colours are close enough on the pantone scale to be considered a duplication
4: The fonts are similar enough and in similar sizing raitos
5: The highlighting on the “buns” is nearly identical
It’s unlikely that you would ever be approached by the legal departments of investment firm Texas Pacific Group, Bain Capital and Goldman Sachs Capital Partners who own Burger King and all associated trade marks and logos but if they think:
1: You company benefits unduly by association
2: Your company is of high profile in its market place
3: The nature or behaviour of your company will bring theirs into disrepute
4: They were in a bad mood when they heard about it…
They will by all means approach your company to:
1: Stop using their logo
2: Destroy all merchandise, letterhead, business cards or company material with the logo
3: Remove it from any online areas
4: THE BIG ONE: Pay reimbursement to the company for legal costs, harm to reputation or operations, perceived financial loss, a loss of customer/shareholders confidence.
Their lawyers are usually on staff anyway and the company will sue you because there is no actual out of pocket for legal expenses. For you though the cost and time involved can be a real bother.
So because of the time and expense for designing your company’s logo its usually best to do one that isn’t so boarder line. Knock off logos are usually only used in short term, low risk promotions where they are used and discarded before the trademark holder gets up in arms.
To use a knock off logo as a main company logo usually doesn’t fly well with consumers, it doesn’t instil trust and confidence….often in study groups they often believe the company could be a little sketchy.
Just my been there done that 2 cents
