As a brand strategy consultancy, we regularly name companies and create logotype and logomarks for our clients. Some who have never gone through the process before haven’t considered the legal implications of their new name and brand—avoiding treading on another company’s property, and protecting their new creation. That’s why, early in the process we involve our legal partners such as Coastal Trademark Services, in trade name and trademark searching. Yes, a simple google search is a good start, but you can not rely on it. When you are investing significant money, time and resources, and counting on it for the future success of your business, you need professionals involved.
Here’s a quick Q&A guide to the trademarking process:
What is the difference between a tradename and a trademark?
What is the difference between a logotype and a logomark?
How much does a service like this generally cost?
How long does it take?
What do I need to provide?
What are the risks if I skip this step?
I’m a small business, can’t I just do this later?
Can I just do this myself or must I hire a trademark attorney/company?
The reason you have hired professionals in their respective fields is equally about getting it done well, in a timely manner and avoiding the pitfalls and risks should it not be done properly. If you are ready to invest tens, and even hundreds of thousands, of dollars on an identity, the few thousand it takes to makes sure you will be able to use and protect what you create, and not be unexpectedly challenged in the future, is more than worth it.
At Industrial Brand, we believe that bringing in a legal partner early in the development stages of an identity creation is key to ensuring the work we do will live a long and healthy life. Is your corporate identity trademark protected? If not, we’d heartily recommend you look into it. Starting an identity project? Contact us and we can point you in the right direction.
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