We have previously covered the process for developing your brewery/distillery/winery’s name, including the essential step of clearance. Once you have found and cleared the perfect name, the next step is to protect it. The best way to protect your name is by registering it as a trademark with the United States Patent and Trademark Office (USPTO).
The first step in the registration process is determining what type of mark you are going to register. There are two broad types of marks: standard character marks or stylized marks. A standard character mark protects the word or words you are using, without reference to the font, size, color, shape, etc. of the characters. In contrast, a stylized mark is designed to protect more specialized marks, such as an artistic logo or stylized fonts, shapes, colors. A standard mark provides protection for your name, preventing others from using the words you have registered no matter how they attempt to dress or stylize them. If you have developed a company name and an associated logo, often times it makes sense to register both the words (as a standard character mark) and the logo itself as a stylized mark. (more…)