In the European Union (EU), slogans can be registered as verbal trademarks, provided they are distinctive and capable of identifying a company’s goods or services. The protection is governed by Regulation (EU) 2017/1001, which establishes the rules for trademark registration in the EU.
In the United States, the registration of a slogan as a trademark before the United States Patent and Trademark Office (USPTO) is the primary form of protection. With this registration, the company obtains the exclusive right to use the slogan in relation to the goods or services for which it was registered.
Therefore, those who wish to protect a slogan or advertising expression should carefully consider the available forms of protection and choose the one that best serves their interests.
If you have any questions or wish to understand the best ways to protect your business’s slogan and how the process works, please contact one of our specialized attorneys on the subject.