Short answer: Google says a Business Profile name should reflect the business’s real-world name, and its table marks taglines, ® signs and location information as not acceptable. In the records of the U.S. Patent and Trademark Office (USPTO), BOTOX, JUVEDERM and HYDRAFACIAL are registered marks, each with an owner. The American Red Cross says only it and the medical corps of the Armed Forces are permitted by law to use its emblem in the United States. It names an exception for some U.S. companies that were already using the emblem before 1906. The pages said so on November 13, 2026.
Before you read: This guide is based on Google’s and Facebook’s help pages and on USPTO records. It also uses section 456.072 of the 2026 Florida Statutes, 18 U.S.C. § 706 and the American Red Cross’s pages on its emblem. We read them on November 13, 2026. It is general information, not legal advice.
The name on Google
Google’s guidelines say the name should reflect the business’s real-world name, as used consistently on the storefront, website and stationery and as known to customers.
They say to add details like the address, service area, business hours and category in the other sections of the business information. Including unnecessary information in the name isn’t permitted, Google says, and could result in the suspension of the Business Profile.
Google’s table of business name examples has a column of names that are not acceptable and a column of names that are acceptable. Its row on marketing taglines lists “TD Bank, America’s Most Convenient Bank” as not acceptable and “TD Bank” as acceptable. Its row on trademark or registered signs does the same with “Burger King®” and “Burger King”.
The row on service or product information lists “Midas Auto Service Experts” as not acceptable and “Midas” as acceptable. The row on location information lists “Equinox near SOHO” as not acceptable.
In our view, a treatment name or a city added to the name of a med spa falls under service or product information or location information in that table.
The table also lists irrelevant legal terms, such as LLC, LTD and INC, and special characters. To include either, Google says you have to provide real-world proof, such as signage, business cards or invoices, that consistently displays them as part of the business name.
When several public-facing practitioners work at one location, Google says the practitioner’s profile title should include only the practitioner’s name, not the organization’s. Our guide to Google Business Profile for doctors and clinics covers when a doctor gets a profile and how to name it.
Treatment names as registered marks
Some treatment and product names are registered marks. The USPTO’s Trademark Status & Document Retrieval system, or TSDR, shows the owner, status, registration number and goods or services of each mark.
In TSDR on November 13, 2026, BOTOX is US registration number 1709160, owned by ALLERGAN, INC. The status reads “LIVE/REGISTRATION/Issued and Active”, and TSDR adds “The registration has been renewed”. The goods are listed as “pharmaceutical preparations for the treatment of neurologic disorders”.
In TSDR on November 13, 2026, JUVEDERM is US registration number 3463915, owned by ALLERGAN INDUSTRIE, SAS. TSDR gives it the same status and renewal note. The goods are listed as “Dermal implants, namely, visco-supplementation solutions for filling wrinkles”.
In TSDR on November 13, 2026, HYDRAFACIAL is US registration number 4317059, owned by HYDRAFACIAL LLC. It has the same status and renewal note. It lists “Medical apparatus and instruments for peeling and resurfacing tissue” and “Medical spa services, namely, minimally and non-invasive cosmetic and body fitness therapies”.
Our guide to trademarking a business name or logo covers the search for conflicts and the application.
A practitioner’s name in an ad
Section 456.072 of the 2026 Florida Statutes is titled “Grounds for discipline; penalties; enforcement”. Its subsection (1) says the acts it lists are grounds on which the disciplinary actions in subsection (2) may be taken.
Paragraph (t) of that subsection includes this sentence about advertisements: “Any advertisement for health care services naming the practitioner must identify the type of license the practitioner holds”.
The same paragraph says it does not apply to a practitioner while the practitioner is providing services in a facility licensed under chapter 394, 395, 400 or 429. It says each board, or the department where there is no board, is authorized by rule to determine how its practitioners may comply with this disclosure requirement.
The searches before you decide
The searches that come before a name is final sit in other guides of ours. The USPTO search is in the trademark guide linked above. The name search on Sunbiz is in our guide to registering a Florida DBA. The checks with your state and the domain are in our guide to choosing a business name.
The logo
The American Red Cross says only it and the medical corps of the Armed Forces are permitted by law to use the red cross emblem in the United States. Its page of June 4, 2020 names an exception for some U.S. companies that were already using the emblem before 1906. It says use by anyone else is not only prohibited but also unlawful in the United States and around the world.
The Red Cross’s flyer on the emblem says misuse includes designs of a cross whose vertical and horizontal arms are equal or substantially equal. In those designs, the flyer says, the arms cross in the middle and the cross is in a shade of red. The same line covers a color that can be mistaken for red, for example maroon, magenta, dark pink or reddish orange.
The flyer’s list of misuses includes a red cross “Integrated as an element of a logo”. It asks: “Please do not use a red cross symbol in your signage, designs or logos”. It adds that the emblem is a protected symbol and is “not descriptive for medical or emergency care, first aid or disaster response”.
Section 706 of title 18 of the U.S. Code is titled “Red Cross”. Its clause on use covers a corporation, association or person that uses the emblem of the Greek red cross on a white ground. It also covers any sign or insignia made or colored in imitation of the emblem, and the words “Red Cross” or “Geneva Cross” or any combination of these words.
That clause leaves out the American National Red Cross, its duly authorized employees and agents, and the sanitary and hospital authorities of the armed forces of the United States. The section says anyone covered “shall be fined under this title or imprisoned not more than six months, or both”.
The section also says it “shall not make unlawful the use of any such emblem, sign, insignia or words which was lawful on the date of enactment of this title”. The notes to the section give that date as June 25, 1948. The Red Cross page gives another date for its exception: before 1906.
In our view, a logo with a cross or plus sign in red or a similar color is worth checking against the flyer before it is final.
A logo also appears at small sizes. Facebook’s help page on Page profile pictures says the picture displays at 176 x 176 pixels on computers and 196 x 196 pixels on smartphones. On most feature phones it displays at 36 x 36 pixels.
It says the picture is cropped to a circle. For a logo or text, it says a PNG file may give a better result.
Google’s page on favicons says to make sure the favicon is visually representative of the website’s brand. It says the favicon has to be a square, with a 1:1 aspect ratio, of at least 8 x 8 pixels. Google recommends one larger than 48 x 48 pixels so that it looks good on various surfaces.
Branding at Feedback Studios
Our branding page says Starter shows 3 logo concepts with 2 rounds of changes, and lists the name as not included. It says Pro includes name and tagline options, if you need them.
The page says trademark registration is not included in any plan. It says registration goes through the U.S. Patent and Trademark Office and is a decision for you.
What to check before you choose
In our view, check these points before you choose the name and the logo of a med spa:
- The name on the storefront, the website and the stationery is the name on the Business Profile.
- The name carries no tagline, ® sign, service information or location information from Google’s table.
- You read the TSDR record of each treatment or product name you plan to use in the name.
- If the name includes a practitioner’s name, you read what the Florida Statutes say about advertisements that name a practitioner.
- The logo holds no red cross and no cross with equal or nearly equal arms in a color that can be mistaken for red.
- The logo still reads when it is cropped to a circle and shown at the size of a favicon.
RememberGoogle says a Business Profile name should reflect the real-world name of the business. Its table marks taglines, ® signs, service information and location information as not acceptable. TSDR gave an owner and a status for each mark read here. The American Red Cross calls its red cross emblem a protected symbol, and section 706 lists its own exceptions. The pages said so on November 13, 2026.
Questions about a med spa logo and name
What does Google say about the name of a Business Profile?
Google’s guidelines say the name should reflect the business’s real-world name, as used consistently on the storefront, website and stationery and as known to customers. They say to add details like the address, service area, hours and category in the other sections.
Does Google allow a tagline, the ® sign or LLC in the name?
In Google’s table, marketing taglines and trademark or registered signs are not acceptable in a name. So are special characters and irrelevant legal terms, such as LLC, LTD and INC. To include either one, Google says you have to provide real-world proof, such as signage, business cards or invoices.
Can the name of a treatment be a registered trademark?
In the USPTO’s records read on November 13, 2026, BOTOX, JUVEDERM and HYDRAFACIAL each have a registration number, an owner and the status “LIVE/REGISTRATION/Issued and Active”. Each record lists the goods or services the registration covers.
Does an advertisement that names a practitioner have to show the license?
Section 456.072 of the 2026 Florida Statutes says an advertisement for health care services naming the practitioner has to identify the type of license the practitioner holds. The paragraph does not apply to a practitioner while the practitioner is providing services in a facility licensed under chapter 394, 395, 400 or 429.
Can a med spa logo use a red cross?
The American Red Cross says only it and the medical corps of the Armed Forces are permitted by law to use the red cross emblem in the United States. It names an exception for some U.S. companies that were already using it before 1906. Section 706 of title 18 lists its own exceptions.
Sources
All read on November 13, 2026. From Google Business Profile Help: Guidelines for representing your business on Google. From Google Search Central: Define a favicon to show in search results. From the Facebook Help Center: Facebook Page profile picture and cover photo dimensions. From the USPTO’s Trademark Status & Document Retrieval: the records of BOTOX, JUVEDERM and HYDRAFACIAL. From the Florida Legislature’s Online Sunshine: Grounds for discipline; penalties; enforcement. From uscode.house.gov: 18 U.S.C. § 706: Red Cross. From the American Red Cross: Red Cross Emblem Symbolizes Neutrality, Impartiality (June 4, 2020) and The Significance of the Red Cross Emblem.