A business name and a logo may need different trademark applications. In the United States, one application covers one mark. Before filing, decide whether you want to protect the wording, a particular design or a combined presentation of both.
Word mark or logo mark
A standard character application covers wording without limiting it to a particular font, style, size or color. A special form application covers the particular design or stylized presentation shown in the drawing. A logo containing a name is not automatically the same filing choice as a separate standard character application for that name.
Choose the versions that matter to the business. Separate applications mean separate government fees, and each application must identify its own goods or services. A filing strategy should reflect how you use the brand and whether you expect the design to change.
Search both the wording and the design
Look beyond an identical name or image. Similar wording, pronunciation, visual features and related goods or services can be relevant. Review the legal owner and the scope of use before filing. An available domain or company name does not settle the trademark question.
Prepare the application materials
For each mark, prepare the drawing, owner details, filing basis and accurate goods or services. If filing based on use, provide a specimen showing actual trademark use. A drawing shows the mark itself; a specimen shows how the mark is used in commerce. A newly created mockup is not a substitute for actual use evidence.
Worked example prepare a logo drawing and a specimen
Imagine a candle business using a logo with an outlined triangle above the words EXAMPLE BRAND. The name and design are fictional teaching placeholders, not a cleared trademark or a real client example.
Drawing file
For this example, the owner chooses a special form application without claiming color. Prepare a clean image in black on a white background showing only the triangle and wording in their chosen arrangement. Leave out the candle jar, label border, product weight and photograph background. A sample mark description is: "The mark consists of the outline of a triangle above the wording EXAMPLE BRAND." The description must match the actual drawing; it is not a place to explain the business or add design elements that are absent.
Specimen file
If filing based on use, choose a photograph of an actual candle jar offered and sold in qualifying commerce, with that complete logo visible on its attached label. A sample specimen description is: "Photograph of a candle jar bearing a label displaying the mark." Keep enough product context to show how customers encounter the logo.
A photo showing only EXAMPLE BRAND, without the triangle, would not demonstrate use of the combined logo described here. Find evidence of the complete mark actually used. Do not digitally add the missing triangle to the photograph.
Check before uploading
- The wording, design and arrangement correspond across the drawing, description and specimen.
- The drawing isolates the mark; the specimen shows its genuine use with the goods.
- The evidence reflects use by the date required for the filing.
- If using a product webpage instead, show the mark associated with the goods and a way to order them; include the URL and access or print date.
For questions about choosing the trademark owner and company name, read our guide to LLCs, company names and trademarks.
For a broader walkthrough, read our US trademark registration steps. Use the trademark filing fees calculator to estimate government charges, then review current packages separately for service fees.
File and follow the application
Once the owner, drawing, filing basis and goods or services are ready, submit the appropriate application through the USPTO’s Trademark Center. Keep the serial number and use the USPTO status system to review the application record and official notices. Filing is the start of examination, not the grant of a registration. Track each application separately and address the deadlines that apply.
Name and logo questions
Can I register my logo and name in one application?
You can apply for a single combined mark showing both. That does not produce separate registrations for the wording and the standalone design.
Can I copyright a business name?
US copyright does not protect names or short phrases. A logo with sufficient original artwork may qualify for copyright, while trademark protection concerns its source-identifying use. The two rights have different requirements.
What if I have not launched yet?
An intent-to-use filing may be available when you have a genuine intention to use the mark in commerce. Later use evidence and fees are generally required before registration under that basis.
Discuss the right filing scope
Review our trademark filing and registration service to discuss which brand elements and markets you want to protect.
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