How to Register a Trademark in Wisconsin?


A trademark is a unique identifier. It could be a symbol, word, or phrase that represents a company or product. It is important to register a trademark in order to protect your brand and prevent others from using it without your permission. In this article, we will discuss the process of registering a trademark in the state of Wisconsin.

Search for Existing Trademarks

Before registering a trademark, it is important to conduct a thorough search for existing trademarks to ensure that your chosen mark is available. The United States Patent and Trademark Office (USPTO) offers a free trademark search tool called the TESS (Trademark Electronic Search System) where you can search for existing trademarks by keywords, phrases, or mark types. It is also a good idea to conduct a Google search and check for any similar trademarks that may be in use in the state of Wisconsin or any other state. This step is crucial as it will save you time and money in the long run by avoiding infringement issues.

Choose a Strong Trademark

When choosing a trademark, it is important to select a mark that is unique and easily distinguishable from other trademarks. A strong trademark should be: Memorable: easy to remember and recall. This means that the trademark should be simple, easy to pronounce, and easy to spell. Distinctive: not similar to existing trademarks or commonly used words or phrases. Descriptive: describes the goods or services offered. This means that the trademark should be directly related to the products or services it represents and make sense for the consumer. Arbitrary or Fanciful: terms that have no meaning in relation to the goods or services offered. This means that the trademark should be unique and not descriptive of the product or service in any way.

File a Trademark Application

Once you have searched for existing trademarks and chosen a strong mark, you can file a trademark application with the USPTO. The application process can be done online through the USPTO's website. The application process includes:

Filling out the Application Form

Providing information about the trademark, the goods or services it represents, and the applicant. This form requires basic information such as the name and address of the applicant, a description of the trademark, and the class of goods or services it represents. Paying the application fee: The fee for registering a trademark is $275 per class of goods or services. It's important to pay the fee on time to avoid any delay in the process. Submitting a specimen: This is a sample of how the trademark is used in commerce. This could be a photograph of the product, a brochure, or a packaging label. It's important to submit a specimen that clearly shows how the trademark is used in the marketplace.

Wait for Approval

After filing the trademark application, the USPTO will review the application and determine if it is eligible for registration. The review process can take several months. During this time, the USPTO will conduct a thorough search of existing trademarks to ensure that your trademark does not infringe on any existing rights. The USPTO will also check to ensure that your trademark meets all the necessary requirements for registration.

Use the Trademark

Once the trademark is approved, you can start using it to promote your goods or services. It is important to use the trademark consistently and accurately to maintain its validity. This means that the trademark should be used in the same way every time it appears in the marketplace. For example, if the trademark is a logo, it should always be presented in the same colors and font Step 6: Monitor and Enforce Your Trademark It's important to monitor the use of your trademark and take action if you notice any infringement or unauthorized use. This can include sending cease-and-desist letters, filing lawsuits, or reporting the infringement to the USPTO. By enforcing your trademark rights, you can prevent others from diluting the strength of your brand and protect your business's reputation.

Renew Your Trademark

Trademarks need to be renewed every ten years to maintain their validity. The renewal process is similar to the initial registration process and includes filing a renewal application and paying the renewal fee. It is important to renew your trademark on time to avoid any lapse in protection. During the renewal process, the USPTO will again conduct a search of existing trademarks to ensure that your trademark does not infringe on any existing rights. It's also worth noting that registering a trademark in Wisconsin only provides protection within the state of Wisconsin. If you plan on doing business in other states or internationally, it may be necessary to register your trademark in those locations as well.


In conclusion, registering a trademark in Wisconsin is a process that involves searching for existing trademarks, choosing a strong mark, filing an application with the USPTO, waiting for approval, using the trademark consistently, monitoring for infringement, enforcing your rights, renewing the trademark every ten years, and protecting your brand. By following these steps, you can establish and maintain a strong brand identity for your business and protect it from infringement.