Trademark law fundamentals

This guide explains core concepts of U.S. trademark law, from distinctiveness to registration and enforcement.

What is protectable

• Distinctiveness spectrum: fanciful, arbitrary, suggestive, descriptive (with secondary meaning), generic.
• Word marks vs design marks; standard character claims; colors and trade dress considerations.

Registration path

• Clearance search and risk assessment.
• TEAS Plus vs TEAS Standard; identifying goods/services with precision.
• Bases: 1(a) Use in Commerce, 1(b) Intent-to-Use; foreign filings under Sections 44 and 66 (Madrid).
• Office Actions, specimens, Statement of Use, and maintenance (Sections 8 and 15).

Enforcement

• TTAB oppositions and cancellations.
• Marketplace enforcement: e-commerce platforms, domain disputes (UDRP), and Customs recordation.
• Policing consistent use to avoid genericide and abandonment.