Using Logos, Fonts and Other IP in Creator Content

Creator content often includes more than the product being promoted: a logo on a mug in the background, a font in on-screen text, artwork on a wall, a branded T-shirt, a famous building. In personal posts, few people think twice. In commercial content, such as sponsored posts and UGC for brands, these elements can raise intellectual property questions. This guide explains the basics in plain language. It is general information, not legal advice.

Types of intellectual property you may encounter

• Trademarks: brand names, logos and slogans that identify a company's goods or services.
• Copyright: original creative works, such as artwork, photos, music, videos, writing and some designs.
• Fonts: typefaces are often licensed software, with terms about how they can be used.
• Design rights: in some places, protections for the look of a product.
• Rights of publicity: a person's rights over commercial use of their name or likeness.

Third-party logos and brands in the frame

When filming sponsored content, other brands' logos may appear: a laptop, a water bottle, a car, clothing. Issues include:

• implied association: viewers might think the other brand endorses the product,
• competitor visibility: brands usually do not want competitors' products in their content,
• trademark concerns: prominent use of another brand's mark in advertising can create problems.

Practical steps:

• remove or turn away branded items from the frame,
• cover logos with tape or choose unbranded props,
• avoid filming near competitor products,
• check the brief; many brands list restrictions.

The brand's own logo and assets

When featuring the sponsoring brand's logo, follow their brand guidelines: correct colors, spacing and versions. Do not alter the logo or create new variations. If you need logo files, ask the brand for approved versions.

Artwork, posters and designs

Art on your walls, a poster in a café or a mural on a street are usually protected by copyright. Brief or incidental appearances are common, but making a copyrighted artwork a prominent part of commercial content can raise issues. When in doubt:

• frame shots so artwork is not a focal point,
• use your own or properly licensed art,
• ask permission from the artist or venue for prominent use.

Fonts in on-screen text

Fonts are often licensed, and some licenses limit commercial use. Fonts built into editing apps are usually licensed for use within that app, but terms vary. For brand deliverables:

• use fonts the brand provides or approves,
• check the license of any downloaded font,
• avoid "free for personal use" fonts in commercial content.

Music and sound

Music is one of the most common IP issues in creator content. See our guide on music licensing in sponsored content for details.

Clips from films, TV and other creators

Using clips from films, TV shows, other creators' videos or memes in sponsored content can infringe copyright, even if you have seen others do it. For commercial content, create original footage or use properly licensed stock.

Famous buildings and locations

In many places, filming public buildings from public spaces is generally permitted, but some landmarks have specific rules for commercial photography, and some interiors require permission. Private venues set their own rules. Check before filming commercial content at notable locations.

Products and packaging from other brands

Sometimes a product naturally appears with other branded items: a phone case on a recognizable phone, a skincare product next to a branded towel, a recipe that uses another brand's ingredients. Where the other brand is incidental and not presented as endorsing anything, this is usually manageable, but brands often prefer neutral alternatives. Decant ingredients into plain containers, use unbranded accessories and keep the sponsoring product as the clear focus. When an appearance is unavoidable, mention it to the brand before delivery so there are no surprises.

Stock footage and images

If you use stock footage, images or graphics in brand deliverables, make sure the license covers commercial use and the specific channels the brand will use, such as paid ads. Keep records of licenses.

People

Other people's faces and names are covered by consent and publicity rights. See our guide on filming other people.

Comparisons with competitors

Mentioning or showing competitors by name in sponsored content is risky. Comparative advertising is regulated in many places, and claims must be accurate and fair. Only make comparisons the brand has approved and can substantiate.

For brands

• List restrictions in the brief: no competitor products, approved fonts, logo guidelines.
• Provide brand assets: logos, fonts, music if needed.
• Review deliverables for third-party IP before running them as ads.
• Ask creators about any stock assets used and their licenses.

A simple checklist for creators

• Are any other brands' logos visible? Remove or cover them.
• Is any artwork prominent in the frame?
• Are fonts licensed for commercial use?
• Is music cleared?
• Are there clips from other media?
• Are stock assets licensed for this use?
• Do people in the frame have consent?

In practice

Before filming a sponsored desk-setup video, a creator removes a branded energy drink from the shelf, turns a laptop so its logo faces away, swaps a framed art print for a plant, and uses the brand's approved font for on-screen text. The result looks clean, avoids implied endorsements and needs no last-minute edits from the brand's legal review.

Frequently asked questions

Is a logo in the background always a problem? Not always, but in commercial content it is safest to avoid prominent third-party logos.

Can I use fonts from my editing app? Often yes within that app, but check its terms, especially for ads.

Unresourced connects creators with brands, agencies and hotels, with restrictions and brand assets shared in each brief. Create a free account to explore campaigns.