A trademark (often called simply a “mark”) is a word, name, symbol, slogan, sound or color used to distinguish the source of goods and services between marks. There is now a “set lifetime” for a trademark, meaning a trademark can maintain its Federal Registration as long as it is being used.

A trademark can be a valuable asset for a company to protect the name of a product line, or even the underlying name of the company itself. Often a search is initially conducted to determine if any other potential marks are confusingly similar with your prospective mark. A mark can potentially be Federally Registered if there is no likelihood of confusion with any other marks.

There are various first-phase issues with trademarks, which can be identified during an initial analysis meeting. To learn more, review the Trademarks chapter in The Do It Right Book for Your New Idea.

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