Trademarks

A trademark protects a sign that identifies a company's goods or services and distinguishes them from those of competitors. It stops another business from using a confusingly similar sign, so customers can recognise where a product or service comes from.

What can be a trademark?

A trademark can be a word, name, logo, symbol, slogan or shape. For example, an independent skateboard shop might register the name "DeckDare", a simple lightning-bolt logo and the slogan "Ride Your Own Line". A shape could be a distinctive bottle or phone case design. It does not have to be a logo: words, names, slogans and shapes can all be registered.

Registration and the registered symbol

To gain full legal protection, a trademark must be registered with a trademark office. Once registered, the owner can show the registered trademark symbol (®) next to it. Registration gives the owner the legal right to object if another trader uses the same or a similar sign on related goods or services. A trademark cannot protect program code or an invention; those are covered by copyright and patents.

How long does it last?

A registered trademark can be renewed indefinitely. It lasts for as long as the owner keeps paying to renew it, so a well-known trademark can stay protected for many decades. If the owner stops renewing it, the protection ends.