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  • Writer's picturePeter Lamont, Esq.

Navigating the Trademark Registration Maze: A Comprehensive Guide

Protecting your brand is a vital part of building a successful business, and registering your trademarks is a critical step in that process. However, the path to trademark registration is often filled with complexities and potential pitfalls. In this blog post, we'll discuss registering your trademarks with the United States Patent and Trademark Office (USPTO) and provide some insights to help you navigate the journey.

Trademark Lawyer Peter J. Lamont

What Are Trademarks?

Trademarks are unique symbols or identifiers that represent your brand. They can include company or product names, logos, slogans, hashtags, and even unconventional elements like 3D shapes, sounds, and scents. These identifiers are linked to specific products or services, and they play a crucial role in distinguishing your offerings from others in the market.

The Steps to Registering Your Trademark

1. Conduct a Trademark Search: Before you proceed, it's wise to run a trademark search (also known as a clearance or screening) to identify any existing or similar trademarks that might conflict with yours. The USPTO's searchable database (TESS) is a valuable tool for this purpose. Though not mandatory, this step can save you from unexpected hurdles later on.

2. Choose the Trademark Owner: Determining the owner of the trademark can sometimes be tricky. Understanding the legal implications is essential whether it's an individual or an LLC. This stage might also be an opportune time to establish an LLC if you haven't already.

3. Identify the Goods and/or Services: Your trademark rights are tied to specific goods and/or services. They are classified into 45 different classes, and the USPTO filing fees depend on the number of classes listed. Resources like the Trademark ID Manual can help you find the right class for your trademark.

4. Complete the Application: This step involves providing detailed information about the owner, trademark, goods and services, and other necessary details. If your trademark includes logos or graphic elements, you'll need to upload an image that meets USPTO's requirements.

5. Pay the Fee and Submit: The fee varies based on whether you're using pre-approved or customized goods and services descriptions ($250 or $350 per class, respectively).

6. Wait for Examination: The USPTO usually takes 9-10 months to examine applications. If there are no issues, your mark will be published for opposition, and if unopposed, registration will follow within a few months.

7. Address Any Issues: If the USPTO finds problems with your application, you'll have three months to respond. Successfully overcoming these objections will lead to the publication of your trademark.

8. Maintain Your Registration: Once registered, you'll need to present a Declaration of Use after five years and renew the registration every ten years.


Multiple Trademarks: If you want to register multiple trademarks (e.g., company name and logo), you'll need to file separate applications for each.


Registering your trademarks with the USPTO is a complex but essential task in safeguarding your brand. Following the steps outlined above with diligence and attention to detail can increase your chances of a successful application. However, the process can be intricate, and seeking expert advice if you're unsure about any part of the process is always a wise decision. Remember, your brand is one of your most valuable assets, and taking the time to protect it properly is an investment in your business's future success.

Do you have questions about trademarks, copyright, or business law? If so, contact us today at our Bergen County Office. Call Us at (201) 904-2211 or email Us at


If you would like more information about this post or if you want to discuss your legal matter with an attorney at the Law Offices of Peter J. Lamont, please contact me at or at (201) 904-2211. Don't forget to check out and subscribe to our podcast and YouTube channel. We have hundreds of podcasts and videos concerning a variety of business and legal topics. I look forward to answering any questions that you might have.

About Peter Lamont, Esq.

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As with any legal issue, it is important that you obtain competent legal counsel before making any decisions about how to respond to a subpoena or whether to challenge one - even if you believe that compliance is not required. Because each situation is different, it may be impossible for this article to address all issues raised by every situation encountered in responding to a subpoena. The information below can give you guidance regarding some common issues related to subpoenas, but you should consult with an attorney before taking any actions (or refraining from acts) based on these suggestions. Separately, this post will focus on New Jersey law. If you receive a subpoena in a state other than New Jersey, you should immediately seek the advice of an attorney in your state as certain rules differ in other states.


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