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Protect your name, designs and products.

Trademarks

We advise clients on all aspects of trademark law, from selection to protection to enforcement, so our clients maximize the value in their branding. Strategic trademark planning can help your company make the most of your investment.

“Trademarks” protect names, words, slogans, designs or markings that are used in commerce to identify the source of a product or service. Anything your customers associate with you could be a trademark, including your packaging or product designs. Trademarks hold the value of your company’s goodwill, and consequently often hold much of the value of the company. Strong, strategic trademarks can be the difference between a lucrative exit for the founders and a business nobody wants to buy.

Trademarks do not need to be registered with the United States Patent and Trademark Office but registration offers critical benefits and protections. Your trademark does not expire unless you stop using it in commerce, but letting your registration expire, or a lapse in use of the mark, can result in significant and permanent loss of rights.

Examples of strong and valuable trademarks include “Word Marks” like McDonald’s ®, Nike ®, Google ®, Apple ®, Microsoft ®, Whopper® and Prius®; “Word & Design” marks (most logos); “Design Only” marks like the Nike “Swoosh”, the Apple icon, McDonald’s “Golden Arches”, the NBC peacock; and Slogans (taglines) like Nike’s “Just Do It”, Burger King’s “Have it Your Way” or Dos Equis’ “Stay Thirsty, My Friends”.

 
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