Understandably, brands include elements associated with the products or services they represent, as descriptive elements are the first things that come to mind when thinking about the product or service. It may also be easier for customers to understand and remember a brand with such references. However, besides descriptive elements, it is also important to incorporate more original elements into the brand — such as allusive words or distinct graphics — to ensure the brand can be registered as a trademark and receive legal protection.
Creating an abstract brand can also be a smart move for your business.

Another important issue is that not every element used as a logo or brand is suitable for registration as a trademark. This is true even if it is actually used in trade as a brand.
The competent intellectual property office may refuse to register the mark without "distinctiveness". Also, another entrepreneur may interrupt our registration.

A brand (logo) allows customers to distinguish goods and services of the same type but from different sources (from different entrepreneurs). Thanks to this, the customer begins to connect (associate) his experiences using the product or service with a given brand and exchange this information with other potential customers. The representation of a brand in the customer's mind allows the customer to quickly decide whether he wants to repeat his choice of a given product or service in the future because he is satisfied with it. Under the law of European countries, the logo and the trademark can be the same asset. However, registration is a must.

Designing your brand - legal issues clarified for entrepreneurs