How To Trademark A Logo And Business Name In the UK

Your name and logo are often the first things customers remember about your business. They’re also the easiest things for competitors (or copycats) to imitate if you don’t protect them properly.

If you’ve been searching for how to trademark a logo and name, you’re probably wondering a few practical things:

• Can you trademark a name and a logo together?
• Do you need to register both?
• What does the process actually look like at the UKIPO?
• What mistakes end up costing small businesses time and money?

Don’t stress - trade mark protection is very doable when you take it step-by-step. Below, we’ll break down how to register a trade mark in the UK, what to consider before you apply, and how to set your brand up with solid legal foundations from day one.

What Does It Mean To Trademark A Logo And Name?

In the UK, “trademark” usually refers to registering a trade mark with the UK Intellectual Property Office (UKIPO). A registered trade mark gives you an exclusive right to use your mark in connection with specific goods and/or services.

A “mark” can include things like:

• Word marks (your business name, brand name, product name, slogan)
• Logo marks (a stylised design or emblem)
• Combined marks (a name + logo presented together as one design)
• Other marks (in some cases: shapes, colours, sounds - but these are usually more complex)

When business owners talk about trademarking a logo and name, they usually mean one of two things:

• Registering the name as a word mark (strong, flexible protection for the words themselves)
• Registering the logo as a figurative mark (protection for the visual design)

You can also register a combined logo + name, but it’s important to understand what that does (and doesn’t) protect.

Word Mark vs Logo Mark: What’s The Difference?

Word mark (name only) protection generally covers the words, regardless of font, style, or colours. So if your brand name is “ABC”, a word mark can help you stop others using “ABC” (or a confusingly similar name) for the same kinds of goods/services - even if their logo looks different.

Logo mark protection is focused on the visual appearance. This can be helpful if your brand is highly visual (think icons, stylised lettering, or a distinctive emblem), but it may not be as flexible if someone uses the same (or similar) words without copying the design.

Combined mark (name + logo) can be a good option when you actually use the name and logo together as a single “badge of origin”. However, it can sometimes be a less flexible strategy if your logo changes later - because your registration is tied to that specific version.

In many cases, the most reliable approach for small businesses is to register the name as a word mark and separately register the logo (or key logo variations) where it makes sense.

Trade Name, Company Name And Domain Name Aren’t The Same As A Trade Mark

This catches business owners out all the time, so it’s worth being crystal clear:

• Registering a company at Companies House doesn’t automatically give you trade mark rights to the name.
• Buying a domain name doesn’t stop someone else registering that name as a trade mark.
• Having an Instagram handle isn’t the same as owning the brand legally.

Company registration is still a key step for many businesses - if you’re setting up, you might also be thinking about register a company - but trade mark protection is its own separate process.

Should You Register The Name, The Logo, Or Both?

If you’re trying to decide what to protect first, think about how customers identify you in the real world and what you’re most likely to enforce later.

When Registering The Name Makes The Most Sense

Registering your name (as a word mark) is often the priority if:

• Customers refer to you by name (not just by an icon)
• Your logo might evolve as your business grows
• You want broader protection that isn’t locked to a particular design
• You plan to sell multiple products/services under the same brand name

When Registering The Logo Makes The Most Sense

Registering your logo can be a smart move if:

• Your logo is highly distinctive (not generic shapes or common icons)
• You operate in a space where visual branding is a big differentiator
• You sometimes trade under a similar name to others, but your visual identity is unique

When It’s Worth Registering Both

For many small businesses, registering both your name and logo is a sensible “belt and braces” approach - especially if you’re investing in branding, packaging, signage, or marketing.

It can feel like a big step early on, but trade marks are often a core part of your business value. Imagine you build a strong reputation, start getting traction, and then someone registers a confusingly similar name in your space. Sorting it out after the fact can be stressful and expensive.

If you’re not sure which filings give you the best coverage for your situation, getting advice early can be a huge time-saver - this is exactly the kind of work covered in a IP health check.

How To Trademark A Logo And Name: Step-By-Step (UKIPO Process)

Trade mark registration in the UK is relatively structured, but the details matter. A rushed application (wrong classes, unclear description, or avoidable conflicts) can lead to objections, delays, or an outright refusal.

Step 1: Check Your Brand Is Actually Registrable

Before you apply, you need to make sure your mark meets basic legal requirements.

In plain English, a trade mark generally needs to be:

• Distinctive (able to distinguish your goods/services from others)
• Not descriptive of what you sell (e.g. “Best Coffee” for coffee is likely to be a problem)
• Not misleading (e.g. suggesting qualities the product doesn’t have)
• Not too similar to an earlier registered mark in the same/similar category

The UKIPO can object to marks on “absolute grounds” (e.g. not distinctive). The UKIPO also carries out searches for earlier trade marks and will usually flag potentially conflicting earlier rights in its examination report - but it won’t automatically refuse an application simply because earlier marks exist.

Step 2: Do Clearance Searches (Not Just A Quick Google)

Searching Google and Companies House is a start, but it’s not enough for trade mark risk.

You’ll usually want to check:

• The UKIPO trade marks register (existing registrations and pending applications)
• Similar spellings, phonetic similarities, and lookalikes
• Similar goods/services (this is where “classes” matter)
• Common law use (brands operating without registration can still have rights through “passing off”)

This is also where business owners often realise their name is “available” as a company name, but already protected as a trade mark in the relevant category.

Step 3: Choose The Right Classes (This Is Where Most Mistakes Happen)

UK trade marks are registered in classes based on what you sell (goods and services). The UK uses the Nice Classification system (an international framework).

Picking the right classes is crucial because:

• Your protection applies only to the classes you select
• Picking classes that don’t match what you do can weaken enforceability
• Overreaching can increase the risk of objections or disputes
• Adding more classes increases the filing cost

It’s worth taking a moment to map your business plans. For example, if you’re launching a brand now but plan to expand later, you’ll want a class strategy that fits your growth (without being unrealistically broad).

Step 4: Decide How You’ll File (Name Only, Logo Only, Or Both)

At this stage you’ll decide whether to file:

• a word mark for the name
• a figurative mark for the logo
• a combined mark for the logo + name
• or a combination of the above

If you use multiple versions of your logo (for example, a full logo and a simplified icon), think carefully about what customers actually see in the market and what you’d want to enforce.

Step 5: File The Application With The UKIPO

You submit your application online, including:

• the trade mark (word and/or image file)
• the owner details (individual or company)
• the classes and specifications (what goods/services it covers)
• the filing fee

Make sure the owner name is correct. If your brand is owned by your company (not you personally), the application should usually be in the company’s name. If you haven’t decided on structure yet, that’s something worth clarifying early (it can impact IP ownership long-term, especially if there are multiple founders).

Where there are co-founders, it’s also smart to get the basics documented - for example, through a Founders Agreement - so everyone’s clear on who owns what from day one.

Step 6: Examination And Publication (And Possible Objections)

After filing, the UKIPO examines the application. They may:

• accept it as filed
• raise objections (for example, if the mark is descriptive)
• flag earlier marks that could be relevant (so you can assess the risk)

If accepted, the mark is published for opposition. This is a period where third parties can object if they think your mark conflicts with theirs.

If someone opposes your application, you may need to negotiate, limit your specification, provide arguments/evidence, or (in some cases) fight the opposition. This is where getting legal advice can make a big difference, because strategy matters.

Step 7: Registration, Use, And Renewals

If no one opposes (or you successfully overcome opposition), your mark proceeds to registration.

Once registered:

• you can use the ® symbol (don’t use it before registration)
• you should use your mark consistently as registered
• you should keep an eye out for infringements
• you can renew indefinitely every 10 years (as long as you keep renewing)

Also, be aware of “non-use” risks. If you don’t use a registered mark for a continuous period (commonly raised after 5 years), it may be vulnerable to cancellation in certain circumstances. The practical takeaway: don’t register trade marks you don’t genuinely plan to use.

How Much Does It Cost To Trademark A Logo And Name In The UK?

Trade mark costs in the UK usually fall into two buckets:

• Official UKIPO fees (filing fees depend on the number of classes)
• Professional fees (if you use a lawyer to advise, search, draft the specification, and manage objections/opposition)

The official fee structure can change over time, but broadly, the more classes you file in, the higher the UKIPO fee.

From a small business perspective, the more important question is often:

What will it cost you if you don’t register (or you register badly)?

• You may have to rebrand after investing in packaging, signage, and marketing
• You could lose momentum if you get hit with a cease and desist
• You might struggle to stop copycats if your registration is too narrow or poorly specified
• You can end up in a dispute that costs far more than doing it properly upfront

Trade marks are one of those legal steps where doing it right early can save you a lot of headaches later - especially if your brand is a key part of how you win customers.

Common Mistakes When Trying To Trademark A Logo And Name

Most trade mark issues we see don’t come from businesses ignoring protection entirely - they come from businesses trying to do it quickly without a plan.

1. Only Registering The Logo (And Leaving The Name Exposed)

If the “real” asset is your brand name, a logo-only registration may not give you the coverage you expect. Someone can sometimes use the same (or similar) name in plain text and avoid copying the logo design - depending on what you registered and the overall likelihood of confusion.

If your customers search you by name, or your name appears on invoices, packaging, and social media, a word mark is often a strong starting point.

2. Registering A Combined Logo + Name Only (Then Updating The Logo Later)

It’s normal for a brand to evolve. But if you only register a combined mark and then significantly change the logo design, you may be left with a registration that doesn’t match what you actually use.

This doesn’t automatically make your trade mark useless - but it can complicate enforcement and proof of use. It’s one reason many businesses register the name separately.

3. Picking The Wrong Classes (Or Writing A Vague Specification)

Classes are not just admin - they define the boundaries of your protection.

Common class mistakes include:

• choosing classes that don’t match your real offering
• being so broad that the application attracts objections or opposition
• being so narrow that competitors can work around it

If you sell online, run subscriptions, or offer bundled services, your class strategy can get tricky fast. The goal is coverage that reflects your business model in a way that’s enforceable.

4. Forgetting That Trade Marks Are Part Of Your Broader Legal Setup

Brand protection is strongest when it’s supported by the rest of your legal foundations - the documents and policies that sit around how you trade.

For example:

• If you sell products or services online, clear Terms and Conditions help set rules around orders, cancellations, and liability.
• If you collect personal data (customer details, email lists, analytics), you’ll likely need a compliant Privacy Policy under UK GDPR and the Data Protection Act 2018.
• If you’re licensing your brand to others (for example, collaborations or resellers), you may need a proper IP licence arrangement - and if your business has multiple owners, a Shareholders Agreement can help protect key assets like IP if someone exits later.

Trade marks are a powerful tool, but they work best as part of a bigger plan for protecting what you’re building.

5. Not Monitoring And Enforcing The Mark

Registering your trade mark is a huge step - but it’s not the end of the story.

As your brand grows, you’ll want to:

• watch for confusingly similar marks being filed
• keep your branding use consistent
• act early if a competitor starts using something too close

Small issues are often easier (and cheaper) to resolve when you deal with them early.

Key Takeaways

• If you want to protect your logo and name as trade marks, you’ll usually consider registering a word mark (name) and a figurative mark (logo) - because they protect different things.
• Registering a company name or buying a domain name doesn’t automatically give you trade mark rights in the UK.
• Trade mark registration is class-based, so choosing the right classes and writing a clear specification is crucial to meaningful protection.
• Clearance searches are essential - not just a quick Google - because conflicts often come from earlier trade marks in similar classes.
• Avoid common pitfalls like filing only a combined logo + name and then changing the logo later, or picking the wrong classes.
• Trade marks work best as part of your broader legal foundations (ownership structure, customer terms, privacy compliance, and clear internal agreements).

This guide is general information only and isn’t legal advice. If you’d like help protecting your brand - including trade mark strategy, applications, and the legal documents that support your business as it grows - you can reach us at 08081347754 or team@sprintlaw.co.uk for a free, no-obligations chat.