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Starting a new adventure with a logo or name? Creating a new product line?
Want to file for Trademark Protection on your branding?
Get in touch with one of our experienced Trademark Attorneys for a free consultation, and let’s move toward your goals together.


Tricks of the Trademark: How to Mark Your Ideas Safe From the Storm

In this guide, you will learn about

— Why you should file for trademark protection
— Which assets are trademarkable
— How to file for trademark protection
— Steps for success

Complete the form to download your complimentary guide.

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What is a Trademark?

A trademark is a powerful tool for your business. It can be a word, phrase, symbol, and/or design that sets your goods or services apart from others and helps customers identify your brand.

When considering trademark protection, the key question is whether your branding could cause confusion among consumers when compared to another company's branding. This confusion becomes more likely if there is a similar brand operating in your industry. The term "trademark" encompasses both trademarks for goods (products) and service marks for services. Trademarks for goods are indicated by the "™" symbol, while service marks use the "℠" symbol until they are officially registered. Once registered with the U.S. Patent and Trademark Office (USPTO), the "®" symbol is used.

Trademark Basics

Having a trademark is crucial because it establishes you as the source of your goods or services. It provides legal protection for your brand, allowing you to take action against those who try to copy, infringe, or unlawfully benefit from your trademark's reputation.

For maximum effectiveness and protection, it's advantageous to choose a trademark that is fanciful or arbitrary, unrelated to the nature of your goods or services. Such unique and creative trademarks are stronger and easier to safeguard compared to descriptive trademarks that merely describe what you offer.

A well-chosen trademark enhances your brand recognition, provides legal protection, and safeguards your business interests against unauthorized use or imitation.

Trademark Attorney in Jacksonville FL

Why do you need a Trademark?

The main purpose of trademark rules are to protect both you as a business owner and your customers. Trademarks enable customers to quickly recognize and choose your products or services over those of your competitors before making a purchase.

What can you Trademark?

A trademark can be anything that is a source identifier. For example, a source identifier can be any phrase, word, symbol, device, and/or sound that distinguishes your goods or services from others.

A list of trademark types that can be protected include the following:

Trademark Upkeep & Monitoring







  Trade Dress (the visual appearance of a product or its packaging)

It is often easier to determine whether a potential mark is eligible for trademark protection based on what CANNOT be trademarked. Trademark laws do not extend to marks that include or involve the following:

X  Generic terms or phrases

X  Likeness of a former or current US President

X  Government symbols

X  The proper name or likeness of an individual without their consent

Generic marks are those marks that have become so popular or synonymous with the good and/or service that is its primary identifier, that these marks are not registrable. Basically, a generic mark became a victim of its own popularity and is no longer a source identifier!

Filing Your Trademark

Filing your trademark.

Trademarks play a crucial role in safeguarding your business and its products or services. Whether you're a startup, launching a new aspect of your business, or looking to capitalize on the goodwill you've built over the years, filing for trademark protection offers numerous benefits. It is an often overlooked business asset that holds significant value.

By filing for federal trademark protection, you can secure your brand's reputation and establish national recognition. Even if you choose to grow your brand organically without filing, once your business expands beyond state lines, you will inevitably be compared to other national brands. Filing for trademark protection early on provides you with a strong presumption of national recognition, enabling you to confidently build your empire.

However, before delving into the trademark application process, it's crucial to assess whether a trademark is suitable for your business. Trademarks specifically protect brand names and logos used on goods and services, distinguishing them from patents, copyrights, domain names, and business name registrations. For instance, patents safeguard inventions, while copyrights protect original artistic or literary works.

To determine the appropriateness of a trademark for your business, consider two key factors:

1). Registrability: Assess whether your mark meets the requirements for registration. Certain marks may be ineligible for registration due to various reasons.

2). Strength of Protection: Evaluate the potential challenges you may face in protecting your mark based on its strength. Strong marks offer greater legal protection and make it easier to prevent others from using similar marks on related goods or services.

By carefully considering these factors, you can determine if pursuing a trademark is the right fit for your business. Trademark protection not only enhances your brand's recognition but also establishes a solid foundation for future growth and success.

Trademark upkeep & monitoring.

After receiving a registered mark, you must maintain the trademark, continue to use it consistently, and periodically renew it with the USPTO. You must also monitor your mark to make sure others aren’t using it without your permission and to make sure there aren’t counterfeit versions on the market. At Wilson Dutra, our trademark attorney in Jacksonville can help monitor your trademark post registration and send cease and desist letters on your behalf.

Trademark Upkeep & Monitoring
Trade Dress Protection

Filing for trade dress protection.

Did you know that you could file for trademark protection based on how something looks? As long as the design serves a similar source-identifying purpose to that of a brand, the design and shape of a product could be protected with trade dress protection. This might be another consideration for your branding strategy, particularly if you have filed for design patent protection in the past.

How can a Trademark Attorney help you?

A trademark attorney plays a crucial role in helping you navigate the trademark registration process. They are licensed to practice law in the U.S. and focus in trademark law. Here's how they can assist you:

1). Legal Protection: A trademark attorney can assess if your chosen trademark can be legally protected and advise you accordingly.

2). Application Preparation: They can help determine the appropriate filing basis for your trademark application and accurately prepare and file it with the USPTO.

3). Responding to the USPTO: A trademark attorney can effectively respond to questions or refusals from USPTO trademark examining attorneys, helping ensure your application overcomes potential obstacles.

4). Understanding Trademark Rights: They can guide you in understanding the scope of your trademark rights and how to best enforce them.

5). USPTO Representation: A trademark attorney can handle legal correspondence with the USPTO, resolve issues with trademark examiners, and represent you before the Trademark Trial and Appeal Board if needed.

Seeking the services of a trademark attorney provides valuable knowledge and streamlines the trademark registration process.

Ready? We’ve got this.