You are looking for trademarks and copyrights, not patents. And it depends on what country you are concerned about. For the USA: uspto.gov
The copyright of all content on a website belong to the authors of that content on a given website. This includes logos, articles, images, videos and so on. Trademarks are applicable to names of companies or products if they have been registered. Patents apply to manufactured goods. In order to stay out of trouble - being sued for copyright infringement or having your site taken down for the same reason - create your own products, articles, videos, etc or buy the licence (legal permission to use and/or redistribute/sell) to products and articles.