The Russian market has seen a steady increase in the number of newly created companies that are trying to survive in competition not only with each other, but also with successful companies, using their technological resources, improving product quality, strengthening the position of their marketing strategy, the most important elements of which include: brand name, commercial designations, trademarks, brand, logos, trademarks, etc.

Before we move on to defining the role of a logo in a marketing strategy, we need to understand the difference between a trade name, a brand and a commercial designation.

So, “Company name” is the official name of an organization (legal entity), expressed only in letters without graphic images and indicated in the constituent documents and included in the state register of the Unified State Register of Legal Entities (Article 1473 of the Civil Code of the Russian Federation), which can be registered as a trademark, which means the owner has the right to prohibit other companies from using it.

“Commercial designation” serves as a means of individualization of legal entities (along with the company name), entrepreneurs, is the object of exclusive rights and is not included in the Unified State Register of Legal Entities (Article 1538 of the Civil Code of the Russian Federation), for example, individual entrepreneur E.D. Kardashova. provides cosmetic services and the sign of the premises contains the designation “Beauty”, which is a commercial designation. It should be noted that a legal entity is required to have a company name, and a commercial designation can be used at the request of the head of the organization.

The legislation defines the conditions for granting legal protection to a commercial designation - it must have sufficient distinctive features and be known within a certain territory to individualize the enterprise.

It should be remembered that if the exclusive right to a company name cannot be granted for use by another person and is not subject to alienation, then the right to a commercial designation can be alienated, but only as part of the enterprise for the individualization of which it is used, and its copyright holder can grant the right to use it to another person.

Unlike a trade name and commercial designation, a brand is a set of ideas about the individual characteristics of a company, its image, images and/or a set of symbols, fonts, abbreviations, any unique and distinctive characteristics of a particular product or service or combinations thereof. The concept of “Brand” is broader than a trademark, but in most cases it is used in the same meaning and is often used in the marketing field. If necessary, the brand is registered as a trademark.

A logo is a graphic sign or symbol, made in a certain color in combination with a unique font or, for example, with a picture, and refers to an object of intellectual property that is subject to copyright. Logos are used by legal entities or individuals to increase company recognition. Since logos are often used as an element in a trademark, they can be registered with Rospatent, and their owners can become holders of a registration certificate. However, copyright to the logo will be retained both before and after registration of the trademark.

It should be noted that a logo can be part of a commercial designation and serve as a primary and enduring link between consumers and a company without the use of a trademark. That is, a unique logo design can attract the attention of consumers, help increase the company's recognition, and therefore contribute to its commercial success.

Protection of the logo as a result of intellectual activity is provided for in Art. 1229 of the Civil Code of the Russian Federation, which means its copyright holder, having the exclusive right to the logo, can dispose of it at his own discretion. However, its registration depends on whether it forms part of a trademark or not.

If a logo is associated only with the company itself (that is, it is a commercial designation), then it does not need to be registered, but if the logo is included as an element in a trademark/service mark or is itself claimed as an image of a trademark, then it must be registered.

Thus, a logo, as a figurative element, can be part of a commercial designation; its original design, combined with a certain color, can be associated with the company’s brand and be an element of a trademark for individualizing its goods or services. That is, the development of a unique logo that reflects the main characteristics of the company and an understanding of its role in its strategic development can provide many advantages for promoting the company in domestic and foreign markets.