The following is an edited transcript of Chapter 14 of my book video Building a Bold Brand: Documenting Use and Using Symbols
Documenting the following events, with relevant dates, is recommended for each brand name, logo, and slogan:
- Creation or selection of the brand name, logo, or slogan; Intent to use the name with a product or service;
- Public launch of the trademark; and
- First sales of the goods or services using the trademark.
Using Symbols Properly
- TM should be used on any unregistered brand name or logo in connection with products or goods or tangible items (apparel, downloadable software, food or beverage products, cosmetics, and much more).
- SM should be used in connection with unregistered brand names, logos, or slogans that are used to promote services for sale (real estate brokerage, accounting, law firms, restaurants, education, consulting, online services, and much more).
- ® should be used with marks registered at the USPTO—not when a new trademark application has been filed, but when the application process has been completed and has resulted in the issuance of a registration certificate from the USPTO.
- Each of these symbols should be placed on the upper right-hand corner of the mark or logo.
When a word mark appears in text without the logo, such as in the middle of a sentence or paragraph, a valuable strategy is to use bold, italics, or a different color font so that it stands out. Following these usage guidelines will elevate any brand and help it stand out to consumers and can only improve the legal status of the trademark.
For more, see https://youtu.be/iph0IW713Nw.
