When most people think of trademarks, they imagine a company name or a logo. But trademarks actually cover a wide range of brand identifiers that help distinguish your business from others in the marketplace. Whether you're launching a startup or refining an established brand, understanding what you can—and can’t—trademark is key to protecting your business identity.
Here’s a clear breakdown of what qualifies for trademark protection and how it benefits your brand.
A trademark is a type of intellectual property that legally protects names, symbols, slogans, designs, or any combination of these that identify and distinguish your goods or services. Once registered, it gives you the exclusive right to use the mark and stop others from using something confusingly similar.
Your business name is one of the most valuable assets you own. As long as it’s unique and not already in use, you can trademark your business name to prevent others from using a similar one in your industry.
A logo that includes unique graphic elements, color combinations, or typography can be trademarked. It’s often used in marketing and packaging, making it a powerful brand signal.
Think “Just Do It” or “I’m Lovin’ It.” A memorable slogan that sets your brand apart can be trademarked, as long as it’s distinctive and not too generic or descriptive.
If you have a line of products with distinct names under your brand, those individual product names can also be protected.
Yes, even sounds can be trademarked. For example, the NBC chimes and the MGM lion roar are both protected trademarks.
While harder to secure, certain color schemes can be trademarked if they’re strongly associated with your brand—like Tiffany & Co.’s signature blue.
The unique design or shape of your product packaging can be protected if it’s distinctive and not purely functional (e.g., the Coca-Cola bottle shape).
Generic terms (e.g., “Computer” for a tech company)
Descriptive phrases that only describe a product or service without distinctiveness
Common surnames without a distinctive association
Geographically misleading names if they suggest a false origin
Functional product features (these are usually protected by patents)
Legal protection against infringement
Stronger brand recognition and customer trust
Valuable business asset for licensing or franchising
Foundation for global expansion, as trademarks can be registered internationally
Conduct a trademark search to ensure your mark isn’t already in use.
Determine what type of protection you need (word mark, design mark, or both).
File with the appropriate government office (e.g., USPTO in the U.S.).
Monitor your trademark for potential infringement over time.
Trademarks go far beyond names and logos—they include the full range of creative and distinctive elements that make your brand recognizable. The more unique your brand assets are, the easier they are to protect. If you're serious about building a long-term business, trademarking the right elements gives you control, credibility, and legal leverage.