A Geographical Indication (GI) is an official sign protecting a name referring to a place, granting an exlusive right of use in the market. Through the evolution of the countries implementing this intellectual property right, we observe that logos are increasingly added to the official recognition of the protected names. The question is then “are GI procedures protecting a name or a logo”? We analyze the diversity of situations worldwide (Europe, Asia, Africa and South- America). Logos are supposed playing two roles: informing customers and helping public authorities to regulate the markets and implement controls. However the accumulation of information on the label seems to dilute the protection of the name, putting at risk its reservation, with some countries only enforcing the exclusive right on the logo, leaving the name free of use, questioning the mere nature of GI.