Trade Marks

The Trademark Registration Process

Max Steinhausen

Your brand is not just a logo or a slogan—it's a promise and an identity that distinguishes your products and services from the rest. That's why securing a trademark becomes crucial. Trademark registration is a legal process that grants you exclusive rights to your brand elements and can be a game-changer for your business. This article will walk you through the trademark registration process, so you can protect your brand effectively.

Step 1: Comprehensive Trademark Search

Before you can claim a trademark, it's essential to ensure that it's available. A comprehensive search of existing trademarks is crucial to avoid infringement on someone else's rights, which could lead to legal disputes. This search can be done through the national trade mark database or, for a more thorough inspection, by employing a trademark specialist.

Step 2: Filing the Application

Once you've confirmed that your chosen mark is unique, the next step is to file a trademark application with the national trade mark office. The application requires detailed information about your mark and the goods or services it represents. It’s also important to decide whether you will file a word trade mark in plain text, a figurative logo, or a combination of text and logo.

Step 3: Examination

After submission, an examiner will review your application. They will check for compliance with all trademark laws and any potential conflicts with existing trademarks. If any issues arise, you may need to respond to a provisional refusal letter, stating your case for registration.

Step 4: Publication for Opposition

If the examiner determines that your trademark can be registered, it will be published in the official Trade Marks Journal. This publication gives any third party the opportunity to oppose the registration of your trademark if they believe it infringes on their rights.

Step 5: Registration

If there is no opposition, or if you successfully overcome the opposition, your trademark will proceed to registration. You will receive a certificate of registration and can now use the registered trademark symbol (®) with your mark.

Step 6: Maintaining Your Trademark

Trademark registration is not the end of the road. To maintain the registration, you must continue to use the mark in commerce and periodically check for possible infringements. It is important that you take swift action if your trademark is used by another trader without your consent. You should also regularly check the trademark register for possible similar applications that you may need to oppose if you expect that they may cause confusion in the marketplace.


Trademark registration is a detailed and nuanced process, but it’s an investment that safeguards your brand’s identity. While it is possible to navigate the process on your own, the expertise of a trademark advisor can be invaluable, not only for the registration process but also for ensuring that your trademark continues to protect your brand for years to come.

Partners & IP Offices

We work with partners and IP Offices around the globe.

IP Australia  s

I've been working with Max and the team for a number of years now. They have helped me with multiple trade marks, objections/challenges and advice around the technicalities of the law. I would highly recommend talking to them if you're looking for great customer service, advice and results!

Mathew Stillone
Founder/Managing Director, Integrity Food Co.

Thank you to Max and the whole team! Your work is always of a high standard, professional and timely. I highly recommend Max and the team to any organisation needing IP support!

Anthea Thomas
Director, Hypnobirthing Australia

Excellent service, great result. We initially had issues with our trademark and called them to lodge a declaration to support the mark. Our mark was finally accepted and we believe this was only due to the thorough and detailed documents that were submitted to the trademark office. Great work!

Jason Morrisby
Founder/ Director, Mask Co.

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We work with businesses across Australia and from around the world. If you wish to meet with us in person, please contact our office.

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