Trademarks

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What is a trademark?

A trademark is a form of intellectual property that protects the words, symbols, designs, or other identifiers that distinguish your business from others in the marketplace.

In simple terms, it’s what helps customers recognize your brand and associate it with your products or services.

When consumers see your business name or logo, they connect it with your reputation, quality, and experience.

Trademark protection helps ensure that others cannot use a confusingly similar mark in a way that misleads customers or unfairly benefits from your brand recognition.

Trademarks can include:

Business names & product names

COCA-COLA for soft drinks

APPLE for Laptops, Computers

IPHONE for smartphones

GOOGLE for search engines

NIKE for shoes

Logos & graphic designs

Slogans & taglines

trademark registration

Trademark registration is the formal process of securing federal protection for your brand identifier. While limited rights may exist simply by using your mark in commerce, federal registration with the United States Patent and Trademark Office (USPTO) offers expanded nationwide protection and important legal advantages.

The process begins by filing an application with the USPTO. The agency examines the application to ensure the mark meets legal requirements and does not conflict with existing registrations. If approved, the trademark is published for opposition and, absent challenge, proceeds to registration.

Once registered, a trademark can remain protected indefinitely, provided it continues to be used in commerce and required maintenance filings are submitted on time.

The ® is the Goal

When Should You Consult an IP Attorney?

It is often best to seek legal guidance early, ideally before investing heavily in branding, marketing, packaging, or domain names.

You may wish to consult an attorney:

  • During the brand development process

  • Before filing a trademark application

  • After receiving an office action or refusal

  • When expanding into new products or services

  • Before entering international markets

  • If you discover another business using a similar mark

Early advice can help you avoid costly rebranding efforts and reduce the risk of infringement issues. That said, legal guidance can be valuable at any stage of your trademark journey.

How Long Does the Trademark Process Take?

Trademark registration typically takes several months to more than a year, depending on whether complications arise.

The general stages include:

  • Application Filing: Submission to the USPTO

  • Examination: Review by a USPTO examining attorney (often several months after filing)

  • Publication: A 30-day opposition period if approved

  • Registration: Issuance of registration if no opposition is filed or after any opposition is resolved

If office actions or oppositions occur, the timeline may extend. At the outset, your attorney can provide a realistic estimate based on your specific circumstances and guide you through each phase of the process.

major brands & their trademarks

  • A diagram showing the trademark, slogan, and combination mark of McDonald's, featuring the iconic yellow arches and red logo.

    McDonald's

    The famous Golden Arches were first trademarked in 1961.

  • Nike Trademark examples including word mark, slogan mark, and combination mark

    Nike

    Nike trademarked the world-famous logo in 1974.

  • A digital screen displaying BMW trademarks, including wordmarks, a logo concept, and registered marks, with some visual distortion and color artifacts.

    BMW

    BMW officially registered its first trademark in the US in 1954.

Register your trademark

Take the first step to securing your trademark today.