How to trade mark a logo

Protecting a brand’s visual identity is an important step in building recognition and value. One of the most effective ways to do this is by registering a trade mark for that logo i.e. a figurative mark.

A figurative mark includes elements such as stylised words, logos, images or a combination of these. It may involve specific fonts, colours or graphic features that go beyond plain text. By registering a figurative mark, a business gains exclusive rights to use that particular design in connection with the goods or services listed in the application.

When applying to register a figurative mark, one of the first steps is deciding which classes to register in. Trade marks are registered in relation to specific goods and services, grouped into numbered classes and the classes you choose will define where your legal protection applies, so it is important to think carefully about how your brand is used now and how it might grow in future.

Before filing an application, it is sensible to carry out clearance checks. This helps identify any earlier marks that may be similar, which could lead to objections or even opposition once your application is published. A figurative mark must also meet the UKIPO’s criteria for distinctiveness, marks that are too generic or descriptive are likely to be refused.

The application itself is submitted online and must include a clear image of the figurative mark, along with a list of the chosen classes and the relevant goods or services under each one. Once filed, the UKIPO will examine the application to check it meets the legal requirements and if accepted, it is published for a two-month opposition period, during which third parties can object based on their own earlier rights.

If no oppositions are raised, or if any that are raised are resolved, the mark will proceed to registration. Once registered, the owner has the exclusive right to use that figurative mark in the UK for the goods and services covered and can take legal action if others use it without permission.

Registering a logo as a figurative mark is a straightforward and effective way to protect your brand’s visual identity. It gives legal clarity, supports enforcement, and strengthens the foundations of your brand as it grows.