Can I Trademark a Slogan?

Author: Ian Aldridge, Progressive Legal

trademark a slogan

In the bustling marketplace of ideas and innovation, your slogan is not just a catchy phrase; it’s the heartbeat of your brand’s identity. It’s the memorable echo of your brand’s essence that resonates with your customers, much like Nike’s iconic “Just Do It,” Apple’s revolutionary “Think Different,” or McDonald’s universally inviting “I’m Lovin’ It.”

It’s a strategic move to trademark a slogan. It ensures that this vital part of your brand’s identity is protected. Let’s explore the what, why, and how of trade marking a slogan, ensuring your brand’s distinctive voice is preserved and respected.

Need trade mark help?

Contact Progressive Legal below and get in touch with our team today for expert trade mark advice.

What is a slogan?

A slogan is the signature voice of your brand, a concise and memorable phrase that encapsulates the core message, values, and ethos of your business. It’s not just a string of words but a powerful marketing tool that resonates with your audience, evoking emotions and creating lasting impressions.

Slogans are the essence of a brand’s narrative, crafted to be catchy, impactful, and reflective of the unique identity of the business. They distill complex ideas into digestible snippets, making a brand’s message accessible and relatable to its target audience.

Whether it’s to inspire action, foster loyalty, or simply make a brand unforgettable, a well-crafted slogan stands as a testament to the business’s vision, creativity, and commitment to its customers. This is where trademarking comes into play.

How is my brand protected when I trademark a slogan?

Under the Trade Marks Act 1995 (Cth), trade mark registrations in Australia are designed to protect any sign, including slogans, that identifies the origin of your products and services. When you trademark a slogan, you’re not just claiming it as your own; you’re legally fortifying it against unauthorised use.

This protection is not just about exclusivity; it’s about ensuring your brand’s integrity, maintaining your competitive edge, and nurturing the trust and recognition you’ve built with your audience.

What is the criteria for registrable slogans and taglines?

Your slogan needs to meet the following criteria in order for it to be registerable as a trade mark:


Your slogan must act as a badge of origin for your business, setting your products or services apart from your competitors.


A generic description won’t do. Your slogan needs to be unique and memorable, capable of standing alone and emphasising your business’s unique offerings.


The most powerful slogans are not just catchy; they’re timeless, resonating with audiences today and tomorrow.

Why should I trademark a slogan?

Exclusivity and legal protection

Trade marking gives you the exclusive right to use your slogan, backed by legal protection against imitation.

Brand strength and goodwill

A trade marked slogan contributes significantly to your brand’s recognition, fostering goodwill and trust among your customers.

Asset appreciation

As your brand grows, so does the value of your unique, trade marked slogan, potentially leading to licensing opportunities and increased revenue.

Investment attraction

Trade marks are assets, making your business more attractive to investors or potential buyers who understand the value and security offered by registered trade marks.

What is the process to trademark a slogan?

The journey to trademarking a slogan involves a meticulous process of searches, applications, and sometimes, addressing objections.

It’s a path best navigated with expert guidance to ensure that your unique slogan is not only protected but also positioned to contribute significantly to your brand’s growth and market presence.

Key takeaways

Registering your slogan as a trade mark ensures you have the exclusive rights to use it, safeguarding your brand’s distinctive identity.

Trade mark registration provides a clear legal pathway to address potential infringements, offering stronger protection than relying solely on consumer law or common law remedies.

Protecting your slogan is not just about today; it’s about securing your brand’s future, ensuring that its unique voice continues to stand out in a crowded marketplace.

Ready to protect your slogan?

At Progressive Legal, our trade mark specialists are ready to guide you through the intricacies of trademarking your slogan. We offer tailored advice, conduct preliminary reviews, and provide comprehensive support throughout the trade mark application process. Protecting your brand’s unique voice starts here.

Contact us below for an obligation-free phone call with one of our trademark experts. Let’s ensure your slogan continues to echo the unique promise and identity of your brand for years to come.

Need trade mark help?

Contact us by giving us a call on 1800 820 083 or request our advice below and we’ll be in touch with you today.

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