Have You Made Your Mark? Protecting the Trademark Assets of Your Business

May 31, 2013
Lisa Johnson
SmithAmundsen St. Louis Alert


Practice Areas


Did you know that the name of your business, your logo, and even the style of the script may all be considered intellectual property rights? These are rights which you may already own and should consider protecting. A “trademark,” “service mark,” or simply “mark” is any word, name, symbol, device, or a combination of these which is used to identify and distinguish goods or services and indicate their source.

Your company name, or any symbol used to identify either the goods sold by your business or services provided, may be a mark worth protecting by registration with the U.S. Patent and Trademark Office (USPTO). If you are using a mark, common law provides some protection, but the protection from federal registration is much broader both geographically and in its protection against use by others.

Benefits of USPTO registration include:

For USPTO registration, your mark must be unique enough to avoid a “likelihood of confusion” with other registered marks. For this reason, a search should be conducted before filing an application. Likelihood of confusion is the most common reason for rejection of an application.

To file an application with the USPTO, you will need to provide:

Once approved by a USPTO examiner, the mark will be published for opposition in the “Official Gazette.” After thirty days from publication, if no opposition has been filed to a mark in use, the mark may proceed to registration. After registration, to prevent expiration of your mark, you will need to file a document with the USPTO between the 5th and 6th year showing that you are still using the mark, then between the 9th and 10th year, and every 10 years thereafter.

In addition to these filings, you will need to protect your federally registered trademark rights by using your mark regularly and by consistently preventing others from using your mark.