So you’ve got a shiny new logo that perfectly captures your brand. It looks great on your website, your social media, maybe even on your packaging. But there’s a question we hear from clients all the time:

“When should I trademark my logo?”

It’s a great question—and one that’s more important than most people realize. In this blog post, we’re going to break it down in plain English, so you know exactly when and why to trademark your logo. Spoiler alert: the answer is probably “right now.”

First, Why Does Trademarking Your Logo Matter?

Your logo isn’t just decoration. It’s the face of your business. It’s what customers remember. And if someone else starts using a logo that looks a little too similar to yours? That could cost you customers, credibility, and even your business.

That’s where trademark protection comes in.

By registering your logo as a trademark with the U.S. Patent and Trademark Office (USPTO), you’re getting exclusive rights to use it nationwide. That means no one else can legally use a confusingly similar logo in your space.

So, When’s the Right Time to Trademark Your Logo?

Let’s keep it simple: as soon as possible.

Here’s why:

1. Before You Launch

Planning to go live soon? Trademark your logo before your big reveal. This way, no one else can swoop in and register it before you do.

2. If You’re Already Using It

Maybe your business is already up and running. If your logo is on your website, social media, or packaging—and especially if customers recognize it—it’s time to lock it down. Every day you wait is a day someone else could file first.

3. Before You Expand

Are you scaling your business, pitching to investors, or moving into new markets? Register your logo before you do. It shows professionalism and makes your brand more secure and more valuable.

Real Talk: What’s New in 2025?

If you’ve looked into trademarking before, you might’ve heard of the TEAS system. Well, it’s gone. As of January 18, 2025, all trademark applications in the U.S. go through the USPTO’s new Trademark Center. It’s supposed to be simpler and more efficient—but the rules are still strict, and the fees have gone up.

Here’s what you’ll pay now:

• $350 per class of goods/services (that’s standard).
  
  
• Extra $200 if your logo description doesn’t match their templates.
  
  
• $100 fine if you forget key info.
  
  
• $200 fee if your description is too long (over 1,000 characters).
  
  

Bottom line: trademarking is more streamlined, but also pricier if you’re not careful.

Don’t Fall for These Common Misconceptions

We hear these all the time:

“I made the logo myself, so I already own it.”

Not quite. You might own the design, but that doesn’t give you legal protection unless you register it.

“My business is small—I don’t need a trademark yet.”

Actually, smaller businesses have the most to lose. Trademarking early can save you from lawsuits, forced rebrands, or worse.

“I already bought the domain and Instagram handle. I’m covered.”

Nope. Social handles and domain names are not trademarks. Only a federal registration gives you full rights.

Here's What to Do Next

Ready to protect your brand? Here’s how the process works in 2025:

1. Do a trademark search to make sure no one else is using a similar logo.
   
   
2. Choose your filing type: Use-in-Commerce (if your logo’s live) or Intent-to-Use (if it’s launching soon).
   
   
3. Apply through the USPTO Trademark Center.
   
   
4. Wait and watch: The review process takes 8–12 months, and you might get some questions from the examining attorney.
   
   
5. Maintain your registration every 5–10 years to keep it active.
   
   

Final Thoughts

If you’ve got a logo and it matters to your business, then it’s time to protect it. Trademarking isn’t just for the big guys—it’s a powerful move for startups, creators, and growing businesses who take their brand seriously.

At Indie Law, we help entrepreneurs every day with trademark searches, filings, and strategy. If you’re not sure where to start, we’re happy to chat. Your brand is worth protecting—and we’ve got your back.