The document provides an overview of trademarks, explaining what they are, the different types of trademarks and intellectual property, how to obtain trademark protection through common law, state, and federal registration, important events that impact trademarks, and approximate costs associated with trademark protection. It is intended as an introductory guide to trademarks for business owners.

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Key Practice Areas -
1. BusinessBusiness
(Contracts, Business Formation, etc.)
2. Intellectual PropertyIntellectual Property
(TMs, copyright, patent licensing, etc.)
3. InternationalInternational
(import/export, int’l contracts, etc.)
Chester/Associates, PLLC

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Intellectual Property Basics:
Trademarks
How to create, protect and defend
your brands and goodwill

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got IP?
CopyrightCreate web sites, brochure, write articles,
commercials/ads or
. . . .design business or planning strategies
for clients/prospects
Trade Secrets/Patent. . .have client lists
. . .have unique ways of doing business
. . .create new products or methods
Trademark/Trade Name
Service Mark
. . .sell products
. . . offer services under a “business name”
. . .have a Logo?
You own the following type of IP:If you:

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What is a trademark?
Any name, symbol,
figure, letter, word, or
mark adopted and used
by a business to
designate its goods and
to distinguish them
from those of others.

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What is a trademark? (cont.)
Ownership of a mark allows -
• Exclusion of others from using mark, or one that is
“confusingly similar”
• Licensing of mark to others (e.g. for a fee)

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A. Trade Names - A name used to identify a
commercial product or service
Ex. General Electric, Inc. – legal name
GE – Trade name
- Trademark
B. Patents- the exclusive right to an inventor to
manufacture, use, or sell an invention.
Ex. Post-it notes (patent ended)
I. Other Forms of IP

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I. Other Forms of IP
C. Trade Secrets - A secret formula, method, or
device that gives one an advantage over
competitors.
Ex. Coca-Cola recipe
D. Copyrights - exclusive right to make copies,
license, and otherwise exploit a
literary, musical, or artistic work,
whether printed, audio, video, etc.
Ex. Harry Potter books

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II. Kinds of Trademarks
Forms of Trademark
1. Word Marks – text with no protection as to
font or styling
“Triad Hospitals”
2. Logos/designs - image only
3. Combination Marks – combination of words
and images

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II. Kinds of Trademarks (cont.)
Hierarchy of Trademark Protection
1. Novel/Fanciful - entirely invented
2. Descriptive - merely describes products or services or location
“Lutheran Hospital of Indiana”
“Secondary Meaning”
- Descriptive mark acquires distinctiveness through use.
- Generally, requires 5 years of use
3. Generic - common name for the products or services
“Surgery Center”

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C. Trademark Symbols
• Trademark - ™
– Goods
• Service Mark - ℠
– Services
• Federally Registered Trademark - ®
– Federally registered trademarks and service
marks

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A. Common Law
• Obtaining Protection
– Use the mark “in
commerce”
• Limits of Protection
– Geographic area where
the name is used
– Industry/class where used
Dallas
III. Trademark Protection
Seattle

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B. State Registration
• Obtaining Protection
– File registration with the state
• Limits of Protection
– The state where the
mark is registered
• Timelines
– Fast procedure
– Fees & requirements vary by state
– Must be renewed every 5/10 years
Texas
III. Trademark Protection

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C. Federal Registration
• Obtaining Protection
– Registration with USPTO
• Limits of Protection
– Protected throughout
the United States
• Requirements for Registration
– File trademark application with
USPTO
– Mark cannot be “confusingly
similar” to any other mark
– Can be “intent to use”
• Timeline
– Approx 18 months from
application to registration
– 1st renewal after 5 years
• then every 10 years
III. Trademark Protection

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IV. Address IP “Events”
Types of events that effect IP interests.
- You design a new logo or program/product name.
- You start a new business or change your name or logo.
- You invent a new product, new use for a product, or method
- Your company hires someone to write computer software.
- You are contacted by a 3rd party that allegedly owns a mark you are using.
- You notice someone else using a mark that is similar to your mark.

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Approximate CostsApproximate Costs
Common Law - $0 (merely need to “use”).
State Registration - @$800 - $1,250.
USPTO/Federal Registration - @$1,250.
Above estimates includes:
• TM Search
• application preparation, and
• government filing fees.
Of course, the cost of not protecting a markOf course, the cost of not protecting a mark
(or searching prior to using a new mark)(or searching prior to using a new mark)
can be much more.can be much more.

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Questions?Questions?
Email JFChester@Tradelawfirm.com
Direct 214.800.2845
Toll Free 1.877.34.World