Often overlooked, favicons are the “favourite icons” that appear in browser tabs, bookmarks, and search results. Favicons now have a crucial role to play in brand visibility and can often be the key reason someone clicks through to your website from their search results.
With up to 14 billion Google searches being carried out every day, using a distinctive favicon is a great opportunity to get a bite size version of your brand in front of consumers, at little to no cost. By not choosing one, you may lose the opportunity to control your brand narrative, as search engines such as Google will select one for you – often with less than desirable results.
Your favicon should be part of your brand’s overall marketing strategy. To protect your brand and your consumers from potential deception from competitors, it’s important to select your favicon wisely and back it up with a trade mark registration. This not only strengthens your brand identity but helps build trust with your clients.
What is a favicon?
A favicon is a small square graphic that represents your brand. It is the visual cue users see when browsing results of a search engine. Favicons typically appear:
- in the browser tab next to the page title
- in bookmarks or favourites lists
- on mobile phones
- in search engine results.
Due to the inherent sizing restrictions of favicons, they are often simplified versions of a brand owner’s normal name or logo. The purpose of a favicon is to visually represent your brand in a small, recognisable way.
For example:
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Logo |
Favicon |
Favicon in use in browser bar |
Favicon in use in search results |
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You will see the AJ Park favicon branding at the top of your browser tab, in your favourites tab, or in your Google search results.
Why you need a favicon
Having a favicon makes your brand look more polished and trustworthy on screen. Websites without one often show a generic browser icon, which can make the website seem less trustworthy. Favicons improve navigation by making it easier for users to find your site when they have many tabs or bookmarks open.
Why you potentially need a separate favicon
Using your full brand name as a favicon may be detrimental to your online presence. If your brand name is detailed or long it may not be readable when condensed down to the size of a favicon. Creating a favicon alternative to your brand name that is easily identifiable, readable, memorable and easily linked back to your brand name is an essential part of your brand’s online presence.
Lastly, small compact favicons are often also excellent for mobile apps. For example, the LinkedIn favicon and mobile app icon are principally the same - a simplified version of the brand name which would be too long to use as a favicon or mobile app icon.
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Logo |
Favicon |
App logo |
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Why should you register your favicon as a trade mark
Favicons are increasingly being used as distinctive brand identifiers, just like traditional logos. In many cases, the favicon is a newly designed element, often created by distilling key features of your full logo into a compact, recognisable symbol. This makes it a standalone brand asset that users will associate directly with your business. If your favicon is simply a cropped or simplified version of your existing registered trade mark, additional protection may not be necessary, provided your current registration covers all relevant goods and services.
If you're unsure about what is needed, we’re here to help. We can assess your specific situation and advise on the best strategy to ensure your brand is fully protected across all platforms.
Registering your favicon as a trade mark is a proactive step in safeguarding your brand online. It not only strengthens your brand identity but also provides legal leverage to prevent competitors from using similar icons that could confuse consumers or divert web traffic. Having a trade mark registration in place significantly improves your chances of success in takedown procedures and domain name disputes. It can also accelerate the resolution process, reducing potential harm to your customers and your brand reputation.
It can also assist in taking action against cloned websites set up by malicious actors trying to defraud customers. A registered favicon trade mark, especially one that covers advertising, marketing, and web services, can serve as a valuable layer of defence in these scenarios.
Distinctiveness and availability
As favicons become more prominent in digital branding, ensuring they meet trade mark requirements is essential for successful registration and long-term protection.
Therefore, as with all trade marks, distinctiveness is crucial, just as much as avoiding similarity with prior existing marks. If you're unsure whether your favicon meets these thresholds, we can assess it for you and leverage advanced searching techniques to provide clear guidance.
Take aways
Beyond protection, favicon registration reinforces your brand’s visibility and credibility in the digital space. With online presence more critical than ever, securing your favicon is a strategic move to solidify your brand’s footprint and ensure long-term resilience.
Favicons may be small in size, but they carry significant brand impact. Ensuring they are properly protected is a smart investment in your digital identity.
Want to make sure your favicon is registrable and protected? Contact us today and let our team help you secure the smallest, yet most powerful, part of your brand.
