In this paper, a novel logo watermarking framework is proposed using non-linear chaotic map. The essence of proposed technique is to use chaotic map to generate keys to be used in the embedding process. Therefore, a method for generating keys is first proposed followed by the embedding process. A robust extraction process is then proposed to verify the presence of watermark from the possibly attacked watermarked image. Experimental results and attack analysis reveal the efficiency and robustness of the proposed framework. © Springer Science+Business Media Singapore 2017.