1. Incorporate the name. It makes it easier down the road to separate business income from personal, eliminates the tax issues, and you'll need a real corporation to get a merchant account so you can accept credit cards online.
2. A logo would be trademarked, it protects you from anyone else using the same or similar mark. Any other original artwork or written content on your site could be copyrighted, but you don't actually have to register it. You can still use the © symbol, very few websites that show it have actually registered with the Copyright Office.
"The secret to discipline is remembering what you want" -- David Campbell
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