Hilliard, OH asked in Business Law for Ohio

Q: If I have an LLC and I want to start a clothing brand. Does my brand logo have to be the same name as the LLC

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1 Lawyer Answer

A: No, not unless you want it to be.

Your LLC is a company, and it can have (pretty much) any name you want it to have. I say "pretty much" because your company has to have a name that is different enough from other companies that it will not cause confusion. Your brand name and logo (and those can be two different things) can be completely different from your company name.

Here's an example: after the financial crisis of 2007, "Chrysler LLC" was a company that produced cars. Yes, they produced cars under the "Chrysler" name, but they owned lots of additional brand names: Ram, Jeep, Dodge, etc. And they also owned lots of different brand logos to go with those brand names: the "Ram head" logo, the Jeep "vertical grill" logo, and the Dodge name logo in a particular font with two slanted red stripes. All of those brand names and logos were owned by "Chrysler LLC," even though they did not match the name of the LLC.

You will, however, probably want to make sure to trademark both your brand name and your logo (if it's different from your brand name) to be sure that competitors do not use the recognition of your name and logo to build their business on your good name.

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