Logo and Visual Identity

Your brand name and logo are the first impression every customer gets. Cheap, generic, or “Amazonesque” branding signals low-quality product and suppresses conversion. You don’t need an expensive agency — but you do need intention.

Brand name rules

• One or two words, pronounceable, memorable
• Not descriptive of the product category (“Stainless Bottle Co” ages poorly when you expand to other SKUs)
• Available domain (.com ideally, or .co)
• Available Instagram handle (signals a real brand)
• Searchable and distinct — Google it; if the first page is unrelated, it’s usable
• Trademark-clear — check USPTO.gov (free search) before committing

Where to get a logo

• 99designs ($299–$799): logo contest with 30–60 concepts from global designers. Best for brands planning to operate for years.
• Fiverr Pro ($150–$500): individual designers, faster turnaround, less variance.
• Looka or Canva ($0–$50): AI-assisted, good enough for first-year brands on tight budgets.

What you actually need delivered

Logo files in SVG (vector), PNG (transparent background), and JPG. Color versions and single-color black versions. A brand style sheet documenting your primary color, secondary colors, and fonts. Most designers will provide this; if not, specifically ask.

Packaging Design Briefs

Packaging is your second product. Customers unbox it, photograph it, and share it — or they don’t. In 2026, on premium-positioned products, packaging is now a significant review driver.

The 3 packaging assets you’ll design

1. Primary packaging — the box, pouch, tube, or bag your product sits in. This goes on Amazon product photos and is what customers show off on social media.
2. Insert card — a single card that thanks them, asks for a review (TOS-safe language only), and invites them to follow your brand on social. This is your highest-leverage conversion tool.
3. Shipping/outer carton — usually plain brown with your logo stamped. Cheap, protective, doesn’t matter aesthetically since customers toss it.

Brief template to send to your designer

• Product dimensions (exact, in mm or inches)
• Product weight and how it sits in the package
• Brand colors, fonts, logo
• Required legal text (country of origin, material, safety warnings)
• Barcode placement (UPC required for Amazon)
• 3 reference examples you love
• Material: paperboard, cardstock, polybag, or rigid box (depends on product and price point)

Who designs it

Your supplier will often design it for you free if you’re polite and persistent — they have in-house designers to land your recurring order. Quality varies. For premium brands ($40+ selling price), hire a dedicated packaging designer on Behance or Dribbble ($400–$1500). Worth it.

USPTO Trademark Filing

Filing a US trademark protects your brand name and logo from copycats. It’s also required to access Amazon Brand Registry (next lesson), which in turn unlocks A+ Content, Brand Store, Sponsored Brand ads, and brand-gated protection against hijackers. This is the single highest-leverage legal step you’ll take.

Two ways to file

• DIY on USPTO.gov: $250–$350 in government fees. Doable, but you need to classify your goods correctly and write the description carefully. Errors = refiling fees.
• Trademark attorney ($600–$1200 total): Services like Trademark Engine, LegalZoom, or an independent IP lawyer handle filing and respond to office actions.

What you file

• Word mark: your brand name (most important)
• Design mark: your logo (optional; adds cost)
• Class(es) of goods: you file in specific product categories (e.g., Class 21 for housewares)

Timeline

A “trademark pending” serial number is issued within 24–48 hours — this is all you need to enter Amazon Brand Registry. Full registration takes 8–12 months. Don’t wait for full registration to proceed; use the pending status.

Common mistakes

• Filing under the wrong goods class — your protection doesn’t cover your actual product
• Filing after you’ve been selling for 6+ months — copycats have already emerged
• Filing a brand name that’s too descriptive (“Good Water Bottles” won’t qualify)
• Not checking the USPTO database first — $350 wasted if a similar mark exists

Amazon Brand Registry Enrollment

Brand Registry is Amazon’s brand protection and enhancement program. Enrollment is free but requires a pending or registered trademark. Once enrolled, you unlock:

• A+ Content — enhanced product description with images, comparison charts, and modules (adds 5–10% to conversion rate)
• Brand Store — a mini-website on Amazon.com for your brand (free traffic driver)
• Sponsored Brand ads — the premium ad placements only brand-registered sellers can run
• Report a Violation tool — takedown of counterfeits and hijackers within 24–72 hours
• Brand Analytics — customer search terms, demographic data, and purchase behavior
• Transparency (optional) — serialized codes on your product that block counterfeiters entirely

Enrollment process

1. Log into Seller Central → Brand Registry → Start enrollment
2. Provide your trademark serial number + images of your brand name on the product or packaging
3. Amazon verifies with USPTO (24–72 hours)
4. Once approved, link your brand to your ASINs

What to do immediately after enrolling

• Build A+ Content for your main ASIN — use all 7 modules Amazon allows
• Create a Brand Store with at least 3 pages (home, best sellers, about brand)
• Set up Transparency if you’re in a counterfeit-prone category (beauty, supplements, electronics accessories)