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Protect Words First and Logos Second

Smith & Hopen PA

We are frequently asked by new start-up businesses to prioritize brand protection.  In almost all cases we recommend protecting the word mark (the alphanumeric characters) over the logo design.   Everyone tends to love their logo when it is first selected but much like room carpet it can only look good for so long.  Sooner or later the logo will look dated and need an update.

Another consideration is how the brand will be used.  If the product is tangible and will be sold on a store shelf, the logo might have higher priority than a service that is referred to by word-of-mouth.

For more information, see our Trademark Section of the Smith & Hopen website.

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