What Is a Trademark?

A trademark is any sign that distinguishes your products or services from those of others. It can be a word, logo, slogan, or even a sound or color in some cases. Trademarks help consumers identify and trust the origin of a product or service.

Examples:

Word mark: “Apple”

Logo: Nike swoosh

Slogan: “Just Do It”

Why Register a Trademark?

Registering your trademark gives you exclusive rights to use it for specific goods or services in the country or region of registration. This means:

You can stop others from using a similar or identical mark

You protect your brand’s identity and reputation

You can license or sell the trademark as a business asset

You gain stronger legal standing in case of disputes

Unregistered trademarks may have limited protection under local laws (common law), but enforcing them is often expensive and uncertain.

Where Can You Register a Trademark?

Depending on your business goals, you can apply for trademark protection in:

A single country (e.g., Germany, UK, Latvia)

A regional system like the European Union (EUIPO) – one application covers all EU countries

Internationally through the Madrid System (WIPO) – allows protection in multiple countries with one central filing

Each option has its own costs and rules, but we help guide you through the most efficient route.

How Does Trademark Registration Work?

Here’s an overview of the typical process:

Select your trademark (make sure it’s unique and not descriptive)

Prepare your goods/services list (using official classification tools)

Search for conflicts (to avoid applying for an already registered name)

Submit the application

Examination by the IP Office

Publication (giving others a chance to oppose)

Registration (and certificate issued if successful)

We handle the official filing for you – you only need to provide the core information.

Absolute Grounds for Refusal

Even if no one else has registered your trademark, it may still be refused if it:

Describes the product (e.g., “Sweet Candy” for candy)

Lacks distinctiveness (e.g., too simple or generic)

Misleads consumers (e.g., “Vegan Cheese” for a dairy product)

Contains official symbols (e.g., flags, government seals)

Violates public order or accepted morality

A good trademark is distinctive, honest, and clear.

Relative Grounds for Refusal

Your application may also be opposed by other trademark owners if:

Your mark is too similar to theirs

It covers similar goods or services

It creates confusion among consumers

To reduce this risk, it’s strongly recommended to search databases like TMview before filing.

Common Mistakes to Avoid

Choosing a name that’s too generic or descriptive

Ignoring trademark searches

Filing an overly broad or unclear list of goods/services

Assuming EU or international registration covers the whole world

Believing unregistered use gives full protection

Next Step: Learn How the Process Works

Understanding trademarks is just the start – visit our How It Works page to see how we simplify the application process for you.