For any startup brand, your logo is more than a design — it represents your identity, values, and market position. But having a brilliant logo is not enough. If you don’t trademark it, you risk losing it. This blog will guide you through the process of trademarking your brand logo, highlight why it’s crucial for success, and explain how to protect yourself from infringement or legal conflicts.
A starting place to check the importance of a trademark, search for existing trademarks or apply for a trademark in the UK is the UK Intellectual Property Office (GOV.UK trademark registration).
At Blue Associates Sportswear, we help guide our clients through this stage and make sure the brand name is secured and protected before we get too involved in the design of branded trims and components.
Every territory has its own trademark registration process, be it UK, EU, USA, UAE or Asia.
Why Trademarking Your Logo Is Essential
1. It Grants Legal Protection
A registered logo gives you the legal right to use it in your chosen industry. This prevents competitors from copying or using something confusingly similar to your design. With a registered trademark, you can:
- Take legal action against infringers.
- Stop counterfeit products from entering the market.
- License your brand for collaborations.
- Increase the valuation of your business during fundraising or sale.
Without a trademark, enforcing your rights becomes more difficult and costly, relying on passing-off laws instead of a clear legal entitlement.
2. It Builds Consumer Trust
Consumers trust brands they recognise. When your logo is registered and protected, you can confidently promote it through marketing campaigns, retail packaging, ecommerce platforms, and influencer partnerships. The use of the ® symbol adds legitimacy and reinforces brand authenticity.
3. It Prevents Accidental Infringement
You may unknowingly create a logo that resembles an existing trademark. Without conducting proper trademark searches, you could find yourself facing cease-and-desist letters, lawsuits, or costly rebranding exercises. Registering your mark after a thorough search helps ensure your brand is uniquely yours.
Pro Tip: buying a website URL or registering your business name isn’t the same as trademarking a logo.
The UK Trademark Process: Step-by-Step Guide
Registering your logo in the UK is a streamlined process via the UK Intellectual Property Office. Here are the key steps:
Step 1: Decide What You Want to Protect
Your trademark can be:
- A word or brand name – (WORDMARK)
- A logo or design – (ICON)
- A combination of both.
- Sounds or even 3D shapes.
If you’re in the sportswear branding space, as many Blue Associates Sportswear clients are, you’ll likely want to register your logo trademark in Class 25 for clothing. You can search and select classes using the UK classification search tool.
Step 2: Conduct a Trademark Search
Before applying, use the UK IPO trademark search tool to check for similar or identical marks.
Ask yourself:
- Is my logo visually similar to any existing mark?
- Does it sound like an existing brand?
- Would it confuse customers?
If you’re unsure, consider professional support or use the UK IPO’s Right Start service. This allows you to submit your application for a preliminary check for only part of the full fee.
Alternatively, start again and come up with an alternative name.
Also check the internet and type into google your name and see what comes up. If there are already pages of products, services, brands, music etc with a similar name, then have a rethink as you will have an uphill struggle to find yourself on page 1 in this busy space. If your brand name doesn’t appear, you will instantly hit page 1 when customers search for you.
Step 3: Submit Your Application
You can file online via the UK IPO site. Key information required:
- Your logo (in JPEG or PNG format).
- Applicant name and address.
- Classes of goods/services.
- Declaration of use.
Costs: (2025)
- £170 for one class.
- £50 for each additional class.
- Right Start option: £100 upfront and £50 after approval.
Step 4: Examination and Publication
The UK IPO will examine your application and may raise objections if your logo:
- Is too generic.
- Describes the goods/services.
- Is too similar to an existing trademark.
Once accepted, your trademark will be published in the Trade Marks Journal for a 2-month opposition period. If no one objects (or you overcome any objections), your mark is registered.
Pro Tip: Please note that the UK IPO will write to any UK registered brand with a similar name or spelling advising them of your applications, asking them if they would like to object the application.
Step 5: Trademark Registration
Congratulations! Your trademark is now registered and valid for 10 years, with indefinite renewals every decade. Use the ® or TM symbol proudly in your branding.
Maintain your trademark by:
- Updating the IPO if ownership or address changes.
- Renewing on time using form TM11.
- Enforcing your rights through monitoring and legal action if needed.
Real-World Relevance: The Sportswear Startup Case
Imagine launching a new sportswear brand in the UK. You’ve invested in beautiful branding with the help of Blue Associates Sportswear, including a bespoke logo, fabrics, and packaging. Without trademark protection:
- A larger brand could copy or challenge your logo.
- An online seller could start using your design overseas.
- You may face rebranding, losing equity and recognition.
By registering your logo trademark in Class 25, you:
- Protect your IP globally (and can extend to EU/WIPO).
- Create a barrier to entry for competitors.
- Open doors for licensing deals and brand collaborations.
Frequently Asked Questions (FAQs)
Q1: How long does it take to register a trademark in the UK? A: If unopposed, it typically takes around 3-4 months from application to registration.
Q2: Can I trademark a logo I designed myself? A: Yes. Just ensure it’s original and not similar to existing marks. Carry out your due diligence.
Q3: Do I need a lawyer? A: Not necessarily, but consulting an expert can save you time and reduce risks.
Q4: Can I register the same logo in multiple countries? A: Yes. Use international systems like the Madrid Protocol via WIPO after your UK registration.
Q5: What happens if someone uses my registered logo? A: You can take legal action, seek damages, or request takedowns from online platforms.
Past Case: At Blue Associates Sportswear – We have a brand that registered their logo for over 2 years in the UK and EU. A large sportswear giant launched a range of footwear branded and named with the same brand name.
The large sportswear giant then tried to register the brand, even though they lawyers understood and could clearly see the name was already registered and traded in the same space.
The brand has refused the application and is protecting its rights to stop the large brand bully its way into this trademark.
By protecting your trademark you can stop other brands muscling into your IP.
Trusted Design Support: Blue Associates Sportswear
At Blue Associates Sportswear, we specialise in helping brands craft distinctive, high-performance designs — from logo concept through to full product lines. With over 25 years of experience in sportswear branding, we ensure your logo not only looks professional but is built for market protection and brand growth.
For custom branding advice, performancewear development, or to discuss your startup sportswear project, get in touch here.
Trademarking your logo is one of the most important investments you can make as a startup brand. It legally protects your branding, deters copycats, builds consumer trust, and adds long-term value to your business. The UK offers a transparent, affordable process to register your logo trademark, so there really isn’t any excuse not to do so.
Don’t leave your brand exposed. Conduct a trademark search, apply through GOV.UK, and consider trusted design support from Blue Associates Sportswear to get your logo right from day one.