When you create a logo, it is natural to look at what others are doing. That study is even recommended. The difficulty starts when inspiration slides into imitation, sometimes without you noticing.
Inspiration and copying: where is the line?
To take inspiration is to spot principles (a level of restraint, a colour family, a type of symbol) and reinterpret them for your business. To copy is to take the distinctive elements of another logo (its shape, its layout, its colour combination) to the point where a customer could confuse them. The first approach feeds an original logo; the second produces a logo with no identity of its own.
The legal risk
A strong resemblance to a protected logo can expose you to a removal request, or even to an action for trademark infringement or unfair competition. For a registered trademark, the usual test is the risk of confusion for the public in the field concerned, rather than perfect identity between two signs. For a specific case, consult an industrial property adviser. The protection steps are detailed in how to protect your logo (in French), and what to do about a copy in has your logo been copied? What to do (in French).
The commercial risk
- Customer confusion: they may take you for the other business, or the reverse.
- No difference: a logo that resembles a competitor doesn't help you stand out.
- Image: a copy that gets spotted harms credibility. See the same logo, 4 times: low-cost logo culture (in French).
How to take inspiration properly
- List the logos of your sector (5 to 10) and note what they have in common: colours, symbols, typefaces.
- Decide what you keep (the codes that reassure) and what you drop (what would drown you in the crowd).
- Look for references outside your sector: shapes, colours and moods from other fields feed a more original logo.
- Compare with the result: put your logo next to your competitors', small and in black and white.
If someone points out a resemblance
React calmly and quickly: compare the two logos, honestly assess the resemblance, and, if needed, speak to a legal professional. Modifying a little-used logo costs far less than defending a dispute. To check beforehand, see how to check a logo doesn't already exist.
Frequently asked questions about inspiration and copying
Can a logo resemble another without being a copy?
Yes, for example when two creators use the same sector codes. Even without any intent to copy, a strong resemblance can cause problems: better to spot it before publishing.
How do you know if your logo is too close to a competitor's?
Compare them side by side, small and in black and white, and show them to a few people from your target: if they confuse them, the resemblance is too strong.
More questions about logo design
Who Owns a Logo: the Client or the Designer?
Copyright belongs first to the designer: the client only acquires use of the logo through a written assignment of rights. Read the article →
How Do You Check a Logo Doesn't Already Exist Before Adopting It?
Five checks reduce the risk: image search, trademark databases (INPI, EUIPO), sector, name and domains, professional advice. Read the article →
Can You Use a Free Font in a Logo?
Sometimes yes, sometimes no: 'free' doesn't mean 'free to use in a logo'. Read each font's licence. Read the article →
What Should You Do If a Designer Doesn't Deliver the Source Files for Your Logo?
Re-read the quote, ask for the files in writing, then use the platform's remedies; failing that, a logo can be redrawn as a vector. Read the article →
What Common Mistakes Should Be Avoided When Creating a Logo?
The most frequent mistakes: unnecessary complexity, lack of originality, poor readability at small sizes, and no vector files. Read the article →
What File Formats Should I Request for a Logo So I Can Use It Across Different Materials?
A professional logo should be delivered as a vector file (SVG, PDF, EPS) for print, plus PNG and JPG exports for the web. Read the article →
How Can a Logo Strengthen a Small Business's Brand Image?
A good logo gives a small business instant credibility and consistency across all its materials, often before the first customer contact. Read the article →
See all questions about logo design →
My take as a designer
I always look at the logos in a client's sector, but mostly to know where not to go. When two logos look too alike, it is almost always the smaller or the more recent one that suffers.
Taking inspiration from a competitor helps you understand the terrain; standing apart from them helps you exist on it.
To sum up
Studying competitors' logos is useful; imitating them to the point of creating confusion is risky and ineffective.
The usual legal test is the risk of confusion for the public in the same field of activity.
List the sector's codes, choose what you keep and what you drop, then compare before approving.
