Is your company name and logo legally protected?

A Guide to Trademark Registration

Choosing a strong company name and a professional logo is often one of the first steps in building a brand. But many founders overlook a crucial follow-up step: trademark registration. If you want to protect your brand, avoid rebranding costs, and build long-term value, registering your company name and logo as a trademark is usually a smart move.

Is a company registration enough to protect your name?

No. Registering a company name does not automatically give trademark protection.

A corporate name registration is an administrative step (e.g., incorporation). It may prevent identical company names in the same registry, but it does not necessarily stop another business from using a similar name as a brand, especially in different regions or for different commercial activities.

A registered trademark, on the other hand, is designed specifically for brand protection and enforcement.

What is trademark registration?

A trademark is a legal right that protects a sign used to distinguish your products or services. A trademark can be your company name, brand name, logo, slogan, or even packaging elements. In the EU, registration typically gives you an exclusive right to use that mark for the goods and services you list in your application.

Why trademark your company name and logo?

1) Brand protection and exclusivity

A registered trademark gives you a clear legal basis to stop others from using identical or confusingly similar signs for similar products or services. That can include competitors, copycats, or online sellers.

2) Reduce the risk of rebranding

One of the most expensive brand mistakes is discovering later that someone else owns earlier trademark rights. That can lead to legal pressure, forced name changes, domain loss, and marketing disruption.

3) Stronger position in disputes and takedowns

Trademark registration makes it easier to act against misuse, whether through formal enforcement, platform takedown procedures, or negotiations.

4) Increased business value

For startups and scale-ups, trademarks are often part of due diligence in investment rounds, partnerships, licensing deals, and M&A. A registered trademark shows that your brand is an asset you control.

Should you register the name, the logo, or both?

Register the company name as a word mark

A word mark protects the name regardless of font, style, or design. This is usually the most flexible and future-proof option, because your logo may evolve over time while the name remains stable.

Register the logo as a figurative mark

A logo trademark protects the specific visual representation. This can be valuable if your design is distinctive and plays a major role in brand recognition.

Best practice: register both

Many businesses choose to register both the name and the logo, especially if branding is central to customer trust and market differentiation.

How does EU trademark registration work in practice?

An EU trademark filing generally involves:

1. Clearance search (checking availability and risk of conflict)
2. Selecting the goods and services classes (Nice Classification)
3. Filing and examination
4. Publication and potential opposition period
5. Registration (if no successful objections occur)

A clearance search is often the most cost-effective step, because it reduces the risk of investing in a brand that cannot be safely used.

FAQ

Do I need a trademark if I’m a small local business?
Not always, but it is often still worthwhile. Even local businesses can face conflict, especially when they advertise online or expand later.

Can I trademark a name before I start trading?
In many cases, yes. You typically need an intention to use the mark, depending on the jurisdiction.

Is a domain name the same as a trademark?
No. Owning a domain does not automatically give trademark rights.