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Individuals who are starting a new company or are marketing a new product must be careful not to violate the trademark of any existing person or corporation. Company names, logos and slogans which are registered with the United States Patent & Trademark Office (USPTO) are protected under law. Violation of trademark law can result in lengthy and expensive court proceedings. Checking to see if a name is trademarked before using it is the easiest way to avoid legal proceedings and bad press.

It is sometimes easy to determine if a certain name or logo is already trademarked. Many trademarked names carry a superscript TM when they are printed. An individual who sees a TM can rest assured that a company or product name cannot be used by anyone but the holder of the trademark. It is also generally safe to assume that the names of major, well-known companies are trademarked and should not be used without that company's permission.

Whether or not a name is trademarked may not be apparent in all cases. Individual who wish to find out if a name is trademarked can use the Trademark Electronic Search System (TESS) offered by the USPTO. Users can take advantage of several search options to determine if words, designs or names are already trademarked. If a name has been trademarked, users can view who holds the trademark, when it was issued and any legal battles that may have occurred over the trademark.

It is important to keep in mind that TESS is not a perfect system. Occasionally users will not be able to locate information about an existing trademark and may believe that the name is available for use. Prior to launching a business or marketing campaign, individuals should consult with a lawyer who specialized in patents and trademarks. An attorney can make a thorough search of the USPTO database and can advise clients of any potential issues with the name they wish to use. Carefully vetting names for their trademark status can save individuals from expensive legal battles. Changing the name of a business or product due to a legal ruling is often detrimental and can confuse customers. It is always best to double-check for trademarks when beginning a new business or organization.

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Q: Understanding & Locating Trademark Names
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