ESB Certification Practice Exam 2026 – Complete Study Resource

To protect a logo, the most suitable type of intellectual property law is trademark. A trademark acts as a symbol that identifies and distinguishes the source of goods or services. In Will's case, his gym's logo serves to represent his business and establish a brand identity in the marketplace. By registering the logo as a trademark, he obtains exclusive rights to use it in commerce, thereby preventing others from using a similar design that may confuse consumers.

While patents protect inventions and processes, they are not relevant to logos or branding. Trade secrets refer to confidential business information that gives a competitive edge but do not apply to publicly displayed logos. Copyright can protect artistic works, but it does not offer the same level of exclusive rights regarding branding as a trademark does. Thus, trademark is the most effective means for Will to secure his brand identity through his gym's logo.