Learning how to trademark a name and logo is an important step if you want to protect your brand and build long-term trust. A registered trademark helps show ownership, reduces the risk of copycats, and gives your business stronger legal protection as it grows.
The process usually includes checking if your name or logo is unique, preparing the right application details, filing with the USPTO, and maintaining the registration over time. If you understand these steps early, it becomes much easier to protect your brand identity with confidence.
Registering Your Trademarked Logo
Once ensured your logo meets the requirements, it is time to prep your application and gather the right information. Start with applicant information, including the applicant’s legal name of the individual or entity that will own the trademark, and make sure it is consistent with your legal documents. Add the applicant’s address as a valid mailing address for official correspondence.
Then prepare your logo image as a clear, digital version in a format accepted by the trademark office, such as JPEG or PNG. I always tell clients to think carefully about logo colors before trademarking because a color version may make future changes to the logo color scheme require a new trademark, while a black-and-white version gives more flexibility to add or change colors without acquiring another filing.
Next, define your goods and services with a proper identification of goods/services that clearly and specifically list what the mark represents. This is where class selection matters, because trademark offices categorize products into classes, so you must identify the correct class or classes. After that, include the dates of use, whether you have the intent to use, whether the mark is already in use in commerce, if you are currently using it, or plan to use it soon.
That distinction impacts the application basis and deadlines. If applicable, provide the first use date, the exact date of first use in commerce, and a high-quality image showing the logo in use. These are the main details required for a complete trademark application, and checking the USPTO documentation can help you understand the full application process with fewer mistakes.
Maintain your trademark
Congrats on earning your registered trademark. At this point in the process, you are responsible for maintaining your trademark, and the best quick run-down is simple: use it or lose it. The most important part of trademark maintenance is showing continuous and genuine use of your mark in commerce. That means using the mark in connection with the goods or services it covers once it is registered.
In practice, this includes displaying the mark on product packaging, labels, tags, advertising, marketing materials, your website, business communications, and invoices. From what I’ve seen, many owners focus on getting the registration but forget that real maintenance starts after the trademark is approved, especially when the logo is actively used in day-to-day business.
To maintain registration, you must also handle the formal side by filing periodic maintenance documents with the USPTO and paying the required fees. This usually includes a Declaration of Continued Use or Excusable Nonuse between the 5th year and 6th year after registration, then a combined Declaration of Use and Application for Renewal every 10 years thereafter. In my experience, keeping a simple record of how your brand appears in the market makes these filings much easier and helps protect your rights without confusion later.
Monitoring your application status
Throughout the entire process, you are responsible for monitoring the progress of your application and ensuring you meet all deadlines. I always suggest clients check the status in Drafts and docket inside Trademark Center regularly, because I have seen people miss updates simply by waiting too long. A good rule is to monitor the marketplace and your filing at the same time.
Recommend checking every three to four months to avoid missing a filing deadline, and watch for unauthorized use of your trademark. If you discover potential infringement, take prompt and appropriate action, whether that means sending a cease and desist letter, pursuing mediation, or filing a trademark infringement lawsuit. You can also learn more about the importance of checking the status of your application so you stay ahead of problems instead of reacting late.
Application Submission
With your application information gathered and the processing fee in hand, you are ready to file. Today, the filing process is usually completed online through the USPTO Trademark Electronic Application System or TEAS. After submitting your trademark application, the USPTO reviews it for completeness, assigns a serial number, and passes it to an examining attorney who checks for potential conflicts with existing trademarks and for legal compliance.
During this review process, you may get an office action requiring corrections or clarifications, and you must respond within three months, with an option to extend for another three months by paying a fee. From my experience, careful filing at this stage saves a lot of trouble later.
Once the application review is complete, your mark is published for opposition in the USPTO Official Gazette, giving others a chance to challenge your registration. If there is no opposition, your registration complete status moves much closer, but there are still important notes to keep in mind. The timeframe for the entire process is often 12-18 months or longer, depending on the complexity of the filing and any issues that arise.
While many applicants can navigate the process alone, consulting an experienced trademark attorney is highly recommended, especially if you receive an office action or face opposition, because proper legal assistance can help you respond effectively and protect your rights
Pay filing fee
To pay the filing fee, check which form fits your application. The charge for TEAS Plus is $250 per trademark class, while TEAS Standard costs $350 per trademark class. The total filing fees depend on the number of classes. For example, food and clothing under one brand name count as two different classes.
Secure a federal registration online
To secure a federal registration online, you can use the USPTO website and complete the registration process through the Trademark Electronic Application System or TEAS. In my experience, this step is fairly straightforward, but it can still feel time consuming for someone new trying to trademark your logo for the first time.
Continuous Use
To keep your trademark registration valid, your trademarked logo must be consistently used in commerce so the registration remains active and is not revoked. In practice, consistent use means your logo is shown on packaging, labels, marketing materials, or any medium where your products or services are presented to the public. From what I’ve seen, this simple habit helps ensure stronger protection for your business. If you need help building a unique logo, a good logo maker can help you create a logo tailored to your brand.
Check if you can trademark the logo
First, check whether your logo is strong enough to trademark. When a business creates a logo and begin using it, rights may arise automatically under common law ownership, but that only gives limited legal protection in a specific geographical region. If you are operating nationally, then obtaining a trademark is usually recommended because broader legal protections matter as your brand grows.
The next step is to review existing trademarks so your mark is not too similar to an already-trademarked logo or too generic to qualify. A unique logo has a much better chance in the trademark process, and the trademark database of the United States Patent and Trademark Office (USPTO) is the main place to search. From experience, this stage often needs extra care, and a trademark attorney can really help.
How to make sure you have a strong logo design for your trademark?
Before you try to trademark your logo, focus on building a strong logo design that clearly reflects your brand identity. Your mark can include your company name, company logo, or both, but it should be distinctive, indicative, and able to stand out from a similar trademark that is already registered. If your version looks too close to another mark, it is less likely to be approved. In my experience, the whole point is to create something memorable, not something safe or too familiar.
A few practical tips help here: use a unique image or graphic design instead of anything generic, keep it clean and clear, use a good use of color and empty space, and choose easy-to-read typography. Make sure the design represents your business and connects with your target audience.
Also stay committed to the design, because if you change the logo, you may need to update the trademark application, which costs time and money. It is also smart to search the U.S. Patent and Trademark Office trademark database for your desired trademark, whether through a word search for your brand name or a word and/or design mark search, to confirm it is not already in use.
How do I trademark a logo and name?
You can file a trademark application by mail or online through the Trademark Electronic Application System (TEAS), which is the electronic system used by the USPTO. From my experience, the best way to avoid errors and omissions is to check everything carefully before submission, because once submitted, the application will undergo a review and formal review process.
How much does it cost to trademark a logo and a name?
In the U.S., Trademarking a name and logo typically costs $350 per class of goods and services through the United States Patent and Trademark Office (.gov) using TEAS Plus filing. For both, total costs usually exceed $700 because they are often filed separately, may require multiple classifications or extra classes, plus potential attorney fees, legal fees, government filing fees, registration cost, and a full trademark application.
Can I do a trademark by myself?
Yes, you can register a trademark yourself in the US without an attorney by filing online through the USPTO Trademark Center. In my experience, this works well for simple cases, but you still need to be careful because doing it yourself saves money only when the details are entered correctly.
