The logo "Safety First" makes me think about the differences between the words "logo", "brand", "make" and "trade mark", because all of them could be translated in context either with "znak" or "značka". Make means značka in the sense of "výroba" mainly in connection with technical products - cars, motorbikes, bicycles, computers, TV's, hi-fi's, espresso machines, and so on. Brand means značka for consumables, things we eat, drink and use around the house - frozen fries, coffee, whisky, washing powder, furniture polish, and so on.

Trade mark means the specially-designed symbol which everyone associates with a particular make or brand - the three-pointed star for Mercedes, the Nike "swoosh", or the eagle for Mattoni, for example. A logo could sometimes be understood as a trade mark, but it could also be specially designed for a specific event, like the various designs for different summer and winter Olympic Games since the 1960's, or the Africa/guitar blend for the original Live Aid event.