When “Logo” is the brand name, there is inevitably a trademarked Logo brand logo.
These logos of the word, “logo” are all registered trademarks:
Top: The Gap Stores’ 1979 “Logo” brand trademark for clothing; 2nd row: Ermes Ceramiche’s 2007 “Logo” brand trademark for ceramic tiles; 3rd row: Essilor International’s 1977 “Logo” brand trademark for eyeglasses; 4th row: Windex Hearing Aid Company’s 1996 “Logo” brand trademark; bottom row: Viacom’s 2007 “Logo” trademark for its LGBT-themed television channel
Some drawbacks to such self-referential branding: When Sanford Ink put their registered “Logo” trademark on their pens, it looked like nothing so much as a placeholder for some promotional logo-imprint company.
As if to say, “Your logo here.”
Also: I vaguely remember seeing The Gap Store’s 1979 “Logo” logo, at some time in the past, but “Logo” as a brand name makes it impossible to find their products online.
Won’t find them by searching for “logo brand” or “logo clothing.” Search for “Gap’s Logo brand” and the results are all about The Gap Store’s logo—not about their “Logo” brand’s logo. “Logo” as a brand is too ambiguous to be easily found online.
It might be different if The Gap’s “Logo” brand were still in existence, but it does suggests a deeper problem with self-referential branding in general. Logo TV is easy enough to find online, but the meaning of their brand name is still ambiguous to some…
A LGBT-themed channel named “Logo” led some viewers to think the “l” and the “g” referenced “lesbian” and “gay”, but according to company executives, the name does not represent anything, nor is it an acronym. The channel’s website says:
We chose to name the channel “Logo” because we wanted a name that people could make their own and give it personal meaning. For us, the word logo is about identity, about being comfortable in your own skin. It’s about being who you are.