Logos, Brand Names, and Trademarks

Logos, trademarks, brand names, product packaging, artwork, and other distinctive intellectual property often appear in everyday filming locations. In many cases, these items may be filmed without permission if they are merely incidental to the scene and are not being used to suggest sponsorship, endorsement, or affiliation with your production.

Generally, you do not need permission when a logo or trademark appears naturally in the background of a scene or is captured as part of a real-world environment. For example, filming a street scene where a restaurant sign, store logo, or billboard is visible in the distance is typically acceptable, provided the brand is not the focus of the shot.

You should exercise caution when:

• A logo or product is prominently featured or repeatedly emphasized.
• A company or product is portrayed in a false, misleading, defamatory, or illegal context.
• The film suggests that a company or brand sponsored, endorsed, or participated in your production when it did not.
• A trademark is used in advertising or promotional materials for your film without permission.

For example, if a character commits a crime while wearing a prominently displayed company logo, or if dialogue falsely suggests that a specific company was responsible for harmful conduct, the production could expose itself to claims involving trademark infringement, false endorsement, product disparagement, or defamation.

Whenever possible, productions should avoid unnecessary brand identification. Common solutions include:

• Turning labels away from the camera.
• Covering logos with tape or removable vinyl.
• Using generic or fictional products.
• Purchasing professionally cleared prop labels and packaging.

If a real brand or product is important to the story, consult Production Services before filming to determine whether permission or a product release should be obtained.

Cleared Graphic Resources

Several companies specialize in producing legally cleared labels, packaging, newspapers, posters, signs, and other printed materials for film and television productions. Two examples are included below:

Using professionally created graphics can help avoid clearance issues during festival submissions, distribution, and errors-and-omissions (E&O) insurance review.

Best Practice: If a logo or trademark is not essential to the story, avoid featuring it prominently. Keeping recognizable brands incidental—or replacing them with generic alternatives—can save significant time and expense during post-production and distribution.