Resources 2


What is a Trademark?

You’ve probably seen logos like the Nike swoosh or heard slogans like McDonald’s “I’m Lovin’ It” and recognized them immediately. These are more than just unique designs or catchy phrases; they're trademarks. But what exactly is a trademark?


A trademark is a type of intellectual property that could be a word, phrase, symbol, design, or combination of these (or even a sound or smell sometimes) capable of distinguishing the goods or services of one party from those of others. Essentially, it’s a source identifier and is an essential part of building a brand in today’s digital world.

Why are Trademarks Important?

Identity: Trademarks provide products and services with a unique identity. Just by looking at a logo or hearing a slogan, consumers can instantly recognize the source or company behind a product or service.

Protection: It legally protects businesses from competitors who might try to use similar or potentially confusing marks, ensuring that the brand’s reputation remains intact.

Trust and Goodwill: Over time, as consumers grow to trust a product or service associated with a particular trademark, it becomes a symbol of quality and creates goodwill and customer loyalty for the business.

Types of Trademarks:

Logo: A graphic symbol or design that represents a company. Example: Apple’s apple logo.

Word Mark: Specific arrangement of letters or words, regardless of font style. Example: “Google.”

Slogan: A catchy phrase used in advertising. Example: “Just Do It” by Nike.

Shape: The unique shape of a product or its packaging. Example: The well-known shape of a Coca-Cola bottle.

Protection Duration:

Once registered, a trademark typically offers protection for 10 years, but it can be renewed indefinitely as long as the trademark is still in use, renewal fees are paid, and other requirements are met.


Trademarks are an essential part of the business world, providing companies with a distinct identity and offering protection from imitators. They signify trust, quality, and the reputation of a business in the eyes of consumers.


Go back to Intellectual Property Page


Want to talk to an attorney who understands your Intellectual Property needs? Let's connect.