Copyright law is US Code Title 17, and fair use is section 107 of it.

A few unlicensed uses have been judged to be fair use, but the vast majority of uses of another's trademark logo requires permission.

The use itself doesn't have a name, but the portion of the law allowing it is "fair use." In US copyright law, it is Section 107.

Fair use is an exemption to copyright law; using it carries no penalties.

If a trademark registration is not properly renewed every 10 years, the formal protections will end. However, you can still maintain a "common law" trademark if you continue to use the mark in trade.