What are the rules for using trademarks?

Asked by: Prof. Don Zboncak DDS  |  Last update: January 30, 2026
Score: 4.3/5 (46 votes)

The core rules for using trademarks involve treating them as adjectives modifying a generic noun (e.g., "GoPro camera," not just "GoPro"), using them consistently (same spelling, style), never as verbs or possessives (unless the mark is inherently possessive), and always distinguishing them with ™ (unregistered) or ® (registered) symbols, while keeping marks intact and using proper attribution to avoid genericization and loss of rights. Proper use maintains their function as source identifiers, preventing them from becoming generic terms like "aspirin" or "escalator," which can lead to loss of trademark protection.

What are the rules for trademark usage?

A trademark must always be used as an adjective, never as a noun or verb. Use the ™ or ® symbol at the end of a trademark. Two or more trademarks used together must always be distinguished from each other by using the ™ or ® symbols on both (or all) of the trademarks each time they are used.

What are the rules for trademarks?

Conditions for Registration of Trademark in India

  • Trademarks must not lack any distinctive characteristics.
  • Trademarks must not only contain indications that are used in commerce to identify the quality, type, quantity, purpose, and values, or the geographical source of the products or services offered.

When can you use a trademark without permission?

You can use another owner's trademark without permission for comparative ads, news, parodies, and criticism under the fair use doctrine. "Descriptive" and "nominative" fair use let you reference trademarks to describe products or identify the trademark owner's goods or services.

What are the three requirements for trademarks?

A good trademark needs to be distinctive (unique, not generic/descriptive), non-functional (not a necessary part of the product), and must be genuinely used in commerce to sell or advertise goods/services, preventing customer confusion and establishing brand identity. These core legal requirements ensure the mark serves its purpose as a source identifier for consumers.
 

Copyright vs Trademark 101

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What cannot be trademarked?

The following things cannot be registered as trademarks: Deceptive Words, Names, Phrases, Slogans (they are misleading) Merely Descriptive Words (e.g., Best ice cream, Red car) Merely Decorative Features (they don't identify source)

Is it better to copyright or trademark a name?

You should trademark your business name, slogan, or logo to protect your brand identity and prevent customer confusion, as copyrights don't protect short phrases or brand elements, only original creative works like books or music; trademarking offers potentially indefinite protection for your brand, unlike copyright, which eventually expires. For logos, you often need both: trademarking protects the brand use, while copyright protects the artistic expression, so you might need a separate copyright for the logo's design itself. 

Can someone steal my logo if it's not trademarked?

If your logo is registered with the USPTO (U.S. Patent and Trademark Office), you have a strong legal foundation to stop others from using it. But even without registration, you may still have common law rights if you've been using the logo consistently in commerce.

What are the 4 conditions of fair use?

The four factors of fair use in U.S. copyright law are: (1) the purpose and character of the use (e.g., transformative, educational vs. commercial), (2) the nature of the copyrighted work (factual vs. creative), (3) the amount and substantiality of the portion used, and (4) the effect of the use on the potential market for the original work, with courts weighing these factors case-by-case. 

What is the 3 month rule for copyright?

The "copyright 3 month rule" refers to a key deadline for U.S. copyright registration: you must register your work within three months of its first publication (or before infringement begins) to be eligible to claim statutory damages and attorney's fees in a copyright infringement lawsuit, which can be crucial for remedies beyond just an injunction. Failing to meet this deadline means you generally can only sue for actual damages (harder to prove) if infringement occurs, but registration is still vital for other benefits and to sue at all, notes Donahue Fitzgerald LLP and Cotman IP. 

What is the rule 37 of trademarks?

Further, Rule 37 of Trade Marks Rules, 2017 states that an applicant for registration of a trademark may, whether before or after acceptance of his application but before the registration of the trademark, apply in Form TM-M accompanied by the prescribed fee for the correction of any error in or in connection with his ...

What happens if I make a trademark and never use it?

Trademark abandonment, in general terms, occurs when a mark owner discontinues use of the mark with no intent to resume use. Nonuse for a period of three years creates a presumption of abandonment. Abandonment also occurs when the mark owner takes action that causes the mark to become generic. 15 U.S.C.

What are the 7 types of trademarks?

There isn't one definitive list of exactly seven types, but common categories focus on the nature of the mark (Word, Logo/Device, Shape, Color, Sound, Scent, Motion/Pattern) and the strength/function (Fanciful, Arbitrary, Suggestive, Descriptive, Generic, Service, Certification, Collective). Key types include Word Marks, Device Marks, Service Marks, Certification Marks, Sound Marks, Shape Marks, and Color Marks, often grouped under broader categories like "Unconventional" or "Non-Traditional" trademarks.
 

What are common trademark mistakes to avoid?

Here are some of the most common trademark mistakes—and how to avoid them.

  • Failing to Conduct a Proper Search. ...
  • Choosing a Weak or Descriptive Mark. ...
  • Relying Only on Common Law Rights. ...
  • Failing to Enforce Trademark Rights. ...
  • Ignoring Maintenance Deadlines.

What are the three requirements of a good trademark?

There are multiple requirements for trademarks and for litigation around trademark infringement, but there are three primary requirements businesses need to be aware of: Trademark distinctiveness, use in commerce, and lack of conflicts.

What happens if you use something that is trademarked?

In addition to claiming likelihood of confusion, a trademark owner may claim trademark "dilution," asserting that it owns a famous mark and the use of your mark diminishes the strength or value of the trademark owner's mark by "blurring" the mark's distinctiveness or "tarnishing" the mark's image by connecting it to ...

What is not allowed under fair use?

Reproduction of copyrighted materials, trademarks, or other protected materials without express written permission from the material's owner. Usage of materials that enjoy protected status under current intellectual property laws in their own publications.

Can a disclaimer protect you from copyright?

Copyright disclaimers are vital for protecting and maintaining your intellectual property rights. Creating one takes just a few seconds but offers substantial protection.

Which two situations generally qualify as fair use?

Under the fair use doctrine of the U.S. copyright statute, it is permissible to use limited portions of a work including quotes, for purposes such as commentary, criticism, news reporting, and scholarly reports.

Can I put a Nike logo on a shirt for personal use?

Keep in mind that a trademark is different from copyright and offers protection to words, phrases, symbols, and designs that identify goods and services like Nike's “swoosh” or their slogan “Just Do It.” Using a trademarked logo without permission, even if it's for personal use, can also result in legal issues.

How much does it cost to trademark my logo?

Trademarking a logo costs at least $350 for basic government filing fees per class of goods/services, but total costs often range from a few hundred to several thousand dollars, including optional trademark searches (hundreds of dollars) and using an attorney (adding $500-$1,000+), with recurring fees for maintenance. The core USPTO filing fee is $350 per class using the online TEAS system, but a professional search and legal help significantly increase the price. 

Is it better to get a TM or a copyright?

Neither trademark (TM) nor copyright is inherently "better"; they protect different things, so the best choice depends on what you're shielding: trademarks protect brand identifiers (logos, names, slogans) for infinite duration with use, preventing consumer confusion, while copyrights protect original creative works (books, art, music, code) for life plus 70 years, preventing unauthorized copying. Often, you need both, like a trademark for your company logo and copyright for the artwork within that logo, to fully protect your brand and creative assets. 

What names cannot be trademarked?

You can't trademark names that are generic (like "Coffee" for coffee), merely descriptive (like "Fast Shipping" for delivery), misleading, or that use official government symbols or names; surnames are difficult unless widely recognized, and offensive terms are generally prohibited, all to keep common language and essential product descriptors open for public use.
 

What is stronger, TM or R?

Legal Protection: The ® symbol provides stronger legal protection than ™. It gives you the right to sue for trademark infringement if someone else tries to use your registered trademark without permission.

Should you trademark or LLC first?

For most businesses, form your LLC first to establish a legal owner for your brand, then apply for a trademark under the LLC, but always conduct a trademark search before forming the LLC to avoid costly rebrands if the name is already taken. The LLC provides liability protection and a legal entity to own assets like trademarks; however, you need to know the name is clear before registering the LLC.