Trademarks

If you’ve ever tried to register a federal trademark and the USPTO told you it’s “too descriptive,” you’re not alone. Many business owners pick names that explain what they do (which is great for marketing) but[...]

Artificial intelligence is now sitting in the branding chair. With a few prompts, tools can spit out names, logos, taglines, and full marketing campaigns in seconds. For Chicago and Illinois businesses, and other business operating in[...]

One of the most exciting moments for any Illinois startup founder is naming the business. Whether it’s a clever play on words, a bold mission statement, or something personal, your brand name becomes the foundation of[...]

If you’re applying for or maintaining a trademark, it’s essential to be aware of upcoming changes to trademark fees. Starting January 18, 2025, the U.S. Patent and Trademark Office (USPTO) will implement a new fee structure[...]

In trademark litigation, it is the plaintiff’s burden to plead and prove validity of the trademark and infringement by defendant.  For trademark infringement, the test is “likelihood of confusion.”  The likelihood of confusion test for trademark[...]

From an economic standpoint, a trademark is a source identifier that allows consumers to identify goods or services that have been successful (or have a good reputation) and reject goods or services that have failed (or[...]

For over the last couple decades, there has been a movement where all athletic teams and programs which use a nickname/mascot that refers to any Native American tribe to change their name/mascot. Many teams throughout history[...]