In the competitive world of innovation and branding, a powerful slogan or catchphrase can be just as valuable as the product itself. From “Just Do It” to “Think Different,” these memorable taglines have become cornerstones of global brand identity. As an inventor or entrepreneur preparing to bring your product to market in 2025, you might wonder: Can I trademark a slogan or catchphrase that I’ve created for my invention? The short answer is yes—but it’s not as simple as submitting your catchphrase and getting a certificate. Trademarking a slogan involves understanding what makes a phrase legally protectable, how it functions in commerce, and how to navigate the trademark registration process. This blog explores the rules, benefits, and practical steps for securing a trademark for your product’s slogan or catchphrase. Whether you want to trademark a name, register a logo, or protect your messaging, this guide will help you \protect the intellectual property (IP) tied to your innovation.
As the marketplace grows more crowded, slogans are increasingly important in distinguishing products. A well-crafted catchphrase can create emotional resonance, customer loyalty, and brand recognition. It can elevate a product’s market value, especially when tied to an invention that’s new or unique. Trademarking your slogan means you can legally prevent others from using similar phrases in the same industry, giving you a competitive edge. Whether you're aiming to trademark your business name, trademark your brand name, or apply for trademark protection for your entire identity, slogans play a pivotal role in the broader branding strategy. For example, if you've invented a high-tech water purifier and use the slogan “Clean Starts Here,” trademarking that phrase ensures competitors can't ride on the coattails of your brand messaging. It becomes part of your brand’s IP portfolio—one that can be licensed, enforced, and valued alongside your invention.
Not every catchphrase qualifies for trademark protection. The USPTO (United States Patent and Trademark Office) has specific criteria that a slogan must meet to be considered a valid trademark. One of the most common mistakes inventors make when they apply for trademark protection is misunderstanding what qualifies as distinctive.
To be eligible, a slogan must:
For instance, “Fresh Juice Daily” for a juice company might be rejected for being merely descriptive, while something like “Squeeze the Day” could be approved due to its creativity and suggestive nature. If your goal is to trademark a company name, brand name, or product slogan, distinctiveness is key. The more unique your catchphrase, the stronger your legal rights will be—and the less likely you’ll face opposition during the registration process.
Slogans fall into a gray area for many inventors because they are often viewed as marketing fluff rather than legally significant elements of a brand. This misconception leads to mistakes that can jeopardize your application. Here are a few pitfalls to avoid:
Some inventors try to trademark their product catchphrases before they've actually used them in commerce. While an "intent-to-use" application is possible, you’ll still need to prove that the slogan is being used with your product in the marketplace to complete the registration.Before filing, make sure your slogan appears on your product labels, website, or ads. A trademark application is stronger when supported by real-world usage.
Just because you registered a domain name containing your catchphrase doesn’t mean you own the trademark rights. You must still go through the official process to get a trademark registered with the USPTO. Similarly, purchasing social media handles is no substitute for legal protection.
Before you try to trademark a slogan, it’s critical to search for similar registered marks. The USPTO may reject your application if it closely resembles another registered phrase, even if yours feels original to you. This is especially true in industries with overlapping product categories. For example, attempting to trademark a name like “Pure Innovation Starts Here” could conflict with an existing mark like “Innovation Starts Here,” depending on the industry. A comprehensive clearance search will help identify such risks before you invest time and resources into filing.
If your slogan is distinct, non-generic, and used in commerce, it may be eligible for protection. Here’s how you can trademark your product slogan in 2025:
Use the USPTO's Trademark Electronic Search System (TESS) or work with a professional to search for similar phrases. If your slogan is already registered or in use for similar products, consider rewording or rebranding.
Your slogan must be registered in the correct class of goods or services. For inventors, this is typically based on the nature of the product (e.g., tech, medical devices, food items). Filing under the wrong class can delay or invalidate your application.
Go to the USPTO website and choose between the TEAS Plus or TEAS Standard application forms. These require you to provide your slogan, the goods/services it applies to, and proof of use if available. You can also file an “intent to use” application if you plan to use the slogan in the near future but haven't yet launched the product.
The USPTO may issue an “office action” if there are problems with your application, such as similarity to another mark or lack of distinctiveness. Timely and correct responses are essential to keeping your application alive.
Once approved, your slogan will be listed in the USPTO database. You’ll need to maintain and renew the trademark periodically. You also gain the ability to take legal action against infringers or license the phrase for business use. If your overall strategy includes steps like logo registration or you want to trademark your business name as well, be sure to file those applications separately to ensure full coverage of your IP.
Inventors often focus heavily on the technical aspects of their product while overlooking the power of language. A slogan or catchphrase may seem secondary, but in many cases, it’s what resonates with customers and builds brand loyalty. By securing trademark protection for your slogan, you safeguard a key element of your brand identity. Whether you plan to trademark a name, get a trademark for your logo, or protect your business across multiple fronts, your slogan can become an anchor point for marketing, licensing, and valuation. In 2025, the lines between marketing and intellectual property are more blurred than ever. Innovation isn’t just about invention—it’s about presentation, messaging, and customer connection. And slogans are central to that equation. If you’re launching a new invention or product, consider making slogan protection a formal part of your IP strategy. Apply for trademark protection early, get advice from experts, and use your catchphrase to leave a lasting impact on your industry.