Page 13 - Visual Corporate Identity Manual

1 ı Introduction

Company name, trademark and brand

The company name identifies and individualises a
corporate legal entity that has responsibilities, rights
and obligations. This is the name under which business
Company name is done, contracts are signed and legal commitments are
guaranteed. This is a mandatory legal concept applied
for at the Companies Register and governed by the
regulations of the Companies Register Regulation,
Articles 395 to 419.
FCC Aqualia S.A.
The trademark consists of a sign able to be visually
represented in a way that identifies the company in
commercial dealings and serves to distinguish it from
other companies that carry out identical or similar
activities. It is applied for at the Spanish Patent and
Trademark Office and may or may not coincide with
the company name. It is regulated by Law 17/2001
Trademark on Trademarks.

The trademark, converted into a brand, aims to
highlight the market presence of a particular business
activity. To give an example, we may refer on the one
hand to the trademark or brand ZARA, the distinctive
sign that clearly distinguishes the activity carried out
by its holder on the market, and on the other hand the
company name Inditex, S.A., the name of the firm that
initially registered the trademark.
The role of the company name is usually limited
exclusively within the framework of legal relations
and not in market competition.

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