Registration
How to Trademark a Slogan or Phrase
"Just Do It." "Think Different." "I'm Lovin' It." These are all registered trademarks. Slogans can be some of the most valuable brand assets you own — if they qualify for protection. Here's what the USPTO requires and how to file.
Can you trademark a slogan?
Yes — but only if the slogan functions as a source identifier. This means consumers must associate the slogan specifically with your brand, not just interpret it as a general message or inspirational statement.
The USPTO will refuse to register a slogan that is:
- Merely informational or motivational ("Work Hard, Play Hard" — too generic)
- Merely descriptive of the goods/services ("Fast Delivery" for a shipping service)
- A common expression or saying that no one would associate with a single source
- Confusingly similar to an existing registered slogan in a related class
What the USPTO looks for in slogan applications
Distinctiveness
The slogan must be capable of identifying your specific brand. The more unique and memorable it is — and the less it sounds like common language — the better chance of approval.
Not merely ornamental
If the slogan appears as a large, prominent design element (like on the front of a t-shirt), the USPTO may view it as decorative rather than as a source identifier. Placement and context matter.
Used as a trademark
The slogan must be used in a way that consumers would recognize it as a brand identifier — typically appearing alongside or as part of the brand name, on product packaging, in ads, or on your website in connection with your goods/services.
No likelihood of confusion
If a similar slogan is already registered for related goods/services, your application will be refused. A phrase search before filing is essential.
Famous registered slogan trademarks
Slogans that typically won't qualify
How to file a trademark for your slogan
1. Search for your slogan first
Search the USPTO database for your exact phrase and similar phrases in your target class. Slogan searches are trickier because phonetic matching matters less — you're looking for phrases with the same words in the same or similar order, and phrases with the same general meaning.
2. Confirm it's in use (or file ITU)
You must be using the slogan in actual commerce — in ads, on product packaging, or on your website in connection with your goods or services. If you're not using it yet, file an intent-to-use (ITU) application to lock in your priority date.
3. Prepare your specimen
Your specimen must show the slogan being used as a source identifier in commerce — not just on business cards or internal documents. Acceptable specimens: a screenshot of your website showing the slogan next to your product name, a photo of product packaging with the slogan, or an advertisement.
4. File as a word mark (not design mark)
For slogan applications, file a standard character (word mark) application. This protects the words themselves, regardless of font, style, or layout — giving you broader protection than a stylized design version would.
5. Identify the right class(es)
Your slogan is protected in connection with specific goods or services. A slogan for a clothing brand would be filed in Class 25. A slogan for a SaaS product in Class 42. File in every class where you use — or intend to use — the slogan.
6. Respond to Office Actions if needed
Slogan applications have a higher Office Action rate than name applications, because the USPTO scrutinizes whether they function as source identifiers. Be prepared to provide evidence of long use, consumer recognition, or argue distinctiveness.
Common questions
Related guides
Protect your slogan before someone else does
Search 14M+ USPTO records to check if your slogan is available, then file your trademark application for $499 flat — includes conflict search and USPTO filing.