I'm guessing he is using water slide decal paper.
I have some A4 sheets somewhere ... some are clear, some are white. You can print a logo (or any image) on it using a printer or photocopier; cut out your logo; immerse it in water; and the top very thin plastic sheet slides on to your headstock ... just like those temporary tattoos you could get as a kid.
In my experience you need to shoot A LOT of clear over them to get the edges to disappear. One trick is to cut as close to the edge of your logo as possible so it's less obvious.