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    The top 5 things dentists must know about trademarks

    Protecting your brand identity and reputation is key.



    Trademark your name first, then your logo.

    If your practice budget allows, go ahead and file two trademark applications: one for your name and one for your logo. But if you need to scale down your trademark plans and do things separately, trademark your practice name first and then your logo. Why? By registering your practice name first, you’re garnering the highest level of protection for your brand. If you were to file for trademark of your logo first—or your logo only—you would only be protecting your brand name within the graphic context of your logo. It also means that if you designed a new logo in two years, you would need to file a brand new application for trademark protection.

    In today’s world, patients are much more likely to identify your practice by name than by a logo; therefore, in most circumstances filing for just your name is recommended. But as with anything in the legal arena there can be some exceptions to this rule, so you’ll want to consult with your trademark attorney prior to making your trademark filing.


    Josh Gerben
    Founder of the Gerben Law Firm, PLLC, Josh Gerben is a U.S. trademark attorney who has represented clients in more than 5,000 trademark ...


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