Trademarks

Trademarks in a Startup refer to legally registered symbols, names, or slogans that identify and protect the company’s brand identity. Trademarks prevent competitors from using similar branding and help startups establish market presence.

Key Aspects of Trademarks in a Startup

  1. Types of Trademarks
    o Word Marks – Protects brand names (e.g., “Google,” “Nike”).
    o Logo Marks – Covers unique logo designs (e.g., Apple’s apple logo).
    o Tagline & Slogan Marks – Protects marketing phrases (e.g., “Just Do It”).
    o Trade Dress – Covers distinct product packaging or design (e.g., Coca-Cola bottle shape).
  2. Trademark Registration Process
    o Conduct a Trademark Search – Ensures the name or logo isn’t already registered.
    o File Trademark Application – Submit documentation to the trademark office.
    o Review & Approval – Authorities examine for uniqueness and potential conflicts.
  3. Legal Protection & Enforcement
    o Prevents competitors from using or imitating your brand identity.
    o Allows legal action if another company infringes upon trademark rights.
  4. Trademark Duration & Renewal
    o Registered trademarks typically last 10 years, with renewal options.
    o Must remain actively used to retain protection.
  5. Global Trademark Considerations
    o Startups expanding internationally may apply for trademarks in multiple jurisdictions.
    o Madrid System allows streamlined global trademark registration.

Why Trademarks Matter for Startups

  • Protects Brand Identity – Prevents imitation by competitors.
  • Strengthens Market Recognition – Builds trust and brand loyalty.
  • Adds Business Value & Investor Confidence – Trademarked brands hold market credibility.
  • Supports Legal Security – Ensures exclusive rights to branding and avoids disputes.

Written by Swedish Ventures, Rolf Olsson. Remarks to this article could be sent to glossary@swedishventures.se.

ASO: DD-07-02