Short answer
A company name in the commercial register is not trademark protection. To protect your name and logo in the market, register them as a trademark – nationally, in the EU or internationally. The fees for Switzerland, the EU, the UK and the USA are in the guide Trademark registration: costs.
Company name vs trademark: the difference
| Company name (commercial register) | Trademark (IGE, EUIPO, UKIPO, USPTO …) | |
|---|---|---|
| Protects | the name of the company as a legal entity | a name or logo for specific goods and services |
| Arises | with registration in the commercial register | with registration as a trademark |
| Applies | in the country of registration, with rules that differ by country | in the country or territory of registration, in the classes filed |
| Protects product and logo names? | no | yes |
Example: your «Northlight Ltd» is registered as a company. That does not stop anyone from selling an app called «Northlight» – and if they register the trademark first, they may even cause you problems.
Word mark or figurative mark – what protects what?
| Type | Protects | Suitable when |
|---|---|---|
| Word mark | the name, regardless of font and design | you mainly want to secure the name – usually the most important for startups |
| Figurative mark | the logo as a symbol, without text | you have a distinctive symbol |
| Combined mark | the combination of name and design | the name alone is hard to protect, or you want to secure the overall design |
A word mark often gives the broadest protection, because it applies to the name in any lettering. A combined mark only protects the specific combination – if you change the logo later, you may need a new filing.
Isn't my logo protected automatically?
Partly. In many countries copyright arises automatically – but only for works with sufficient originality. Many logos are too simple for that, and copyright is harder to prove in a dispute than a registered trademark. For a logo you use as a brand in the market, the trademark is the reliable route. A logo can also be registered as a design, but that is rarely the best choice, because design protection is limited in time while trademarks can be renewed indefinitely.
Protecting your logo: the process
- Search: check for similar marks in the relevant registers, e.g. TMview and the WIPO database.
- Choose the type: word mark, figurative mark or both.
- Define classes: for which goods and services (e.g. 9, 35, 42 for software).
- File online with the national office, the EUIPO or via WIPO.
- Examination and registration: owners of earlier marks can file an opposition within a deadline.
- Use and renew: protection lasts 10 years and can be renewed. A trademark must actually be used.
Is trademark protection worth it for a startup?
Almost always – and early. Filing costs a fraction of what a forced name change after launch costs: new logo, new website, new print material, lost awareness and search rankings. Investors also often ask whether the brand is secured.
If budget is tight: start with the word mark in your home market, the logo and further countries later.
This guide does not replace legal advice.
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