Cask Marque

I've noticed that a number of pubs have the Cask Marque logo on their front page, immediately below the name/address block. The Black Lion in Bayswater is an example. Does anyone know how these logos get to be added? It can't be from the review because incredibly this one hasn't been reviewed. I don't think it's from the "That doesn't Go There" threads either, as I don't recall ever having seen a request for one to be added. Also, there's another pub just down the road from the Black lion (The Champion) which is also Cask Marque accredited but doesn't have the logo. It's not a major issue - I'm just curious.