Our experienced trade mark team will help you file, register and secure the trade mark behind your brand. We provide trade mark legal services – working as an extension of your team, understanding the technology and explaining risks in plain language, giving you clear recommendations instead of legal complexity.
Our trade mark services include availability assessments, national and international filings, and full post-registration support. With offices in Europe, America, and Asia, you can trademark your company in the markets that truly matter to you, regardless of time zone.
What is a trade mark?
A trade mark is a type of intellectual property consisting of a recognisable sign that identifies products or services of a particular undertaking from another. For a mark to be able to fulfil this function, it has to be:
- Not descriptive
- Distinctive
- Not likely to confused with earlier existing trade marks (both registered and unregistered)
Do I need a trade mark search?
A trade mark search is always recommended, especially if you have global intentions for expansion of the brand. The search results are never black and white and not an exact science but it is highly valuable to be aware of potential issues before launching a new name, in order to plan for the future and mitigate potential risks.
Not every similar or identical earlier trade mark will be an obstacle for registration of your mark. Get in touch with our trade mark team via the contact form to schedule a free meeting to discuss.
We perform a worldwide identity search that pulls visually identical or phonetically equivalent marks in all classes. The search usually returns hundreds of results but we analyse those that we consider of the highest relevance in more detail, highlighting any red flags and helping with risk assessment
What can my trade mark protect?
Following the search, each trade mark should be secured for the goods and services that the name is actually used for or will be used for (according to the TM rule “use it or lose it”). The number of goods and services you wish to protect will impact the number of trade mark classes that you need to file in. The higher number of trade mark classes, the higher the cost.
How can we help?
- Pre-search advice
- Search and clearance
- First trade mark filing
- International trade mark filings
- Prosecution
- Cancellation
- Opposition
- Co-existence negotiations
- Trade mark watches
- Cease and desist letters
- Trade mark infringement
- Brand protection
Benefits of trade mark protection
A registered trade mark gives you exclusivity: the right to stop competitors from using the name, logo or slogan you have spent months investing in. This advantage directly translates into the value of your business.
When you secure your trade mark, you gain:
- Market exclusivity: only you can use your name and logo for certain goods and services in select countries, so competitors cannot get in your way.
- A higher company valuation: your trade mark becomes an asset that attracts investors and strengthens your position in the eyes of potential partners.
- New revenue streams: you can license your brand and enter new markets with the confidence that it is protected.
- Defensive tools: when someone impersonates your brand, you can send a cease and desist letter and, if necessary, enforce your rights through legal action.
- Confident expansion: securing a trade mark in advance helps you avoid costly rebranding if it turns out that the name is already taken.
Why businesses choose Basck?
Basck acts like your in-house IP department – a trade mark company that sees your mark as the foundation of your business growth. We live and breathe data: combining legal expertise with a deep understanding of technology, so our recommendations are based on detailed analysis, whatever sector your brand operates in.
- Data-driven advice: our team of IP analysts and proprietary software provide you with recommendations backed by competitive analysis, so you can make decisions with confidence.
- Global reach: we have offices in the UK, the USA, Poland, Sweden and India. From Cambridge, your matters are handled by our UK trade mark attorneys covering several jurisdictions at once.
- Fast service: with offices across different time zones, we are available almost around the clock, so your matters move forward without unnecessary delays.
- Support at every stage: after registration, we take over the ongoing trade mark management: monitoring, renewals, oppositions, cancellations and disputes.
- Clear language: we provide comprehensive trade mark legal services and explain risks in simple terms.
FAQ: Trade Mark Services
How long does trade mark protection last?
Trade mark protection can last indefinitely, as long as you keep it alive by paying the renewal fees. The initial registration is granted for a fixed period – usually ten years – and you can renew it again and again for further terms. Most jurisdictions also expect you to actually use the mark to keep your rights, so with proper trade mark management a strong mark stays with you and becomes a core, long-term business asset.
What is the trade mark registration process?
It begins with availability checks that flag potential conflicts before you commit. From there you file an application with the relevant trade mark office, which examines it on formal grounds; once it clears that stage, in trade mark offices like the EUIPO or UK IPO it is published so third parties can oppose it. When no objections come in – or once we resolve any that do – your mark proceeds to registration. Timelines and procedures differ from one jurisdiction to another, which is why early planning pays off when you are securing a trade mark.
Can I use a trade mark before registering it?
Yes. In many jurisdictions you can start using a mark without registering it, and you may build up some unregistered rights along the way. Those rights tend to be narrower and harder to enforce, though, so registration gives you stronger and clearer protection. If similar marks already exist in your market, the risk of early unregistered use climbs quickly, so pair any early launch with a plan to secure formal rights.
What is the difference between ™ and ®?
You can use ™ to signal that you treat a sign as your trade mark, even before it is registered. The ® symbol is reserved for marks that are officially registered, and using it without a valid registration can be restricted or even unlawful in some jurisdictions. The two symbols communicate different levels of legal status, and using them correctly supports both your brand positioning and your ability to enforce your rights.
Do I need to register a trade mark to use it?
No, registration is not a precondition for using a mark. It does, however, strengthen your legal position considerably: clearer ownership, broader enforcement options and far more certainty if you ever face a dispute. That matters most in competitive or international markets, so for any brand with ambitions to grow, the sooner you trademark your company, the stronger your position.
I have a registered domain name. Is that enough to protect me against infringements?
No. A domain registration only gives you the right to use a specific web address; it creates no registered trade mark rights. Others can still use a similar name in their branding or register it as a trade mark, which leaves your commercial use exposed. To secure your name across products and services, you need trade mark protection – and your domain and trade mark strategies should work together rather than in isolation.
I want to protect my name worldwide. Is that possible?
There is no single global trade mark that covers every country at once. Protection is territorial, so you secure your trade mark in the jurisdictions you select. International filing systems do let you streamline applications across several regions in one go. The smart move is to align your strategy with your target and expansion markets, and to prioritise, so you balance coverage against cost – and our trade mark services are built to help you map exactly that.
Can I trade mark a logo created by AI?
It depends on the case. A logo can serve as a trade mark when it works as a source identifier for your goods or services and is distinctive enough to set you apart. With an AI-generated logo, however, another consideration arises: a purely AI-generated image may have no human author, which makes the rights in the artwork itself harder to establish. How this plays out varies between jurisdictions and is assessed case by case, so it is worth running your logo past our trade mark lawyers in the UK, or wherever suits you best, before you file, so you can secure your trade mark on solid ground.
Your IP Attorneys
Katarzyna Wit
European Trade Mark & Design Attorney, Manager of Scandinavia Operations and Wrocław Office
John Hård
European Patent Attorney
Göran Gustavsson
Swedish Patent Attorney
Dr Magdalena Domoń
European Patent Attorney
Paulina Zarycka
European Trade Mark & Design Attorney, Polish Patent Attorney
Bianca Peachey
Of Counsel
Katarzyna Wit
European Trade Mark & Design Attorney, Manager of Scandinavia Operations and Wrocław Office
- Wrocław, Poland
Kasia is a Polish Patent Attorney and EUIPO Professional Representative operating in Wroclaw, Poland. Kasia works on projects related to trade marks, designs, as well as oppositions and negotiations. She conducts IP audits and advises clients on strategies for obtaining IP protection and sustainable inventions. Kasia is the manager of Wroclaw office and coordinates work at Basck Scandinavia. Prior to joining Basck, Kasia worked as a legal communication specialist at Credit Suisse and in court & enforcement proceedings at Noble Bank S.A. Kasia holds a Master in Laws from the University of Wrocław.
John Hård
European Patent Attorney
John is a European and Swedish Patent Attorney with over 20 years of experience in various IP roles. John has substantial experience in patenting software, control systems and user interface technologies. He prepares and prosecutes patent applications primarily in the telecom disciplines and computer science disciplines, as well as in mechanical disciplines. As a tutor John has extensive practice in training patent engineer staff, project team leaders and managers in patent matters and also has substantial experience in conducting workshops and project reviews for identifying inventions and for developing design around solutions.
Göran Gustavsson
Swedish Patent Attorney
- Lund, Sweden
Göran is a European and Swedish patent attorney and the head of Basck Scandinavia. He has more than 30 years experience of helping companies with their patent portfolios, IP commercialisation and strategic development of innovation. Göran with Gipon Konsult AB joined Basck in May 2019. Göran previously worked as a Business Support Manager in Awapatent AB.
Dr Magdalena Domoń
European Patent Attorney
Magda is a Polish and European Patent Attorney, specialising in intellectual property protection in the fields of life sciences, biochemistry, and bioengineering. She works with both domestic and European patents, handling processes related to obtaining and enforcing patent rights. With extensive scientific knowledge and experience in intellectual property, she supports clients in securing innovation and developing effective patent strategies. She holds a PhD in Biochemistry from Université Lyon 1 and the Nencki Institute of Experimental Biology.
Paulina Zarycka
European Trade Mark & Design Attorney, Polish Patent Attorney
- Warsaw, Poland
Paulina Zarycka is a Polish Patent Attorney and an EUIPO Professional Representative with expertise in trade mark oppositions and invalidation proceedings, trade mark and design filings, IP clearance searches, coexistence agreements, and patent validations in Poland. She has contributed significantly to successful trade mark coexistence agreements between Polish SMEs and major European companies. She helps clients identify which inventions, names, or designs may require protection and align their IP strategy with future plans, emphasising practical and cost-effective guidance. Paulina holds a Master of Law degree from the University of Wrocław and a Bachelor’s in Romance Philology from the University of Warsaw.
Bianca Peachey
Of Counsel
- New York, US
Bianca is a passionate advocate and dedicated corporate counsel with deep experience across global IP, technology, and innovation. She has built patent practices for Global 500 brands, advised on M&A involving intellectual assets, designed legal process outsourcing solutions, and was part of a leading international IP law firm. Bianca began her career in a neuroscience discovery lab before joining the University of Oxford’s Technology Transfer Office. She has since worked across the patent ecosystem - leading an offshore LPO IP team, designing patent analytics services for CPA Global, supporting IP-related M&A at Thomson Reuters, to her time at Marks & Clerk LLP. Before building an award-winning patent practice at Starbucks, she served as Associate Vice President of Patents at L Brands (parent of Victoria’s Secret, Pink, and Bath & Body Works). Bianca’s approach is rooted in science, strategy, and commercial impact. Bianca's practice spans portfolio development, litigation management, negotiation and settlement strategy, creative anti-patent troll defences, and trade secret programs. A member of the Chartered Institute of Patent Agents, Bianca secured the first USDA Plant Variety Protection for coffee seeds by a U.S. company and was named among the WIPR Diversity & Inclusion Top 100 (2025).
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