Accuracy & Reliability
We do it right - Over 80% of DIY trademark applications are rejected by CIPC because of infringements or submission errors. We can prevent potential disappointment.
Don't pay attorneys' rates. We are your affordable alternative. Special rates apply for logos and slogans. Request a personalised brand protection strategy and save your money.
There is never a one-size-fits-all method when it comes to trademark registration. We will assess your trademark and show you the different options at fees that will suit your budget.
• It helps you to protect your business identity.
• It protects you against others using the same or similar trademarks.
• It provides concrete proof of your legally protected rights.
• It removes the need to rely on common law rights (passing off).
• Registration protects against others who trade in the same, but defective goods/services. This may ruin your reputation.
• It is an asset, it has value: It may be licensed, it may be franchised, it may be sold.
Unless you've had a comprehensive search done, you can't assume your trademark is available - the failure rate of applications based purely on a basic search is 80%.
We will keep track of the administrative red tape all trademarks must undergo before registration is completed. Thousands of applications fail because owners simply forget to do their homework.
After the acceptance of the quote, comprehensive searches will be conducted on the various elements of your trademark. Multiple databases are searched for possible conflicting marks. We will forward the results to you as well as a request for application information.
The application information is then forwarded to your assigned trademark attorney representative. Your attorney will file your trademark(s) and we will send the confirmation and official trademark number(s) directly to you. Remember to update any change in contact detail.
Your pending application(s) will undergo examination and must follow the procedures stipulated by the Trade Marks Act. We will keep you personally updated as to the progress. You will receive your certificate as soon as this process is finalised.
What are the differences between a basic search and a comprehensive search?
The Basic Search
- Trademark applications based solely on a basic search have a failure rate of up to 80% or more.
- The results are narrow - it does not check for plurals, synonyms, phonetic-, visual- or conceptual similarities.
- Conflicting classes are ignored.
- Only one database is searched.
The Comprehensive Search
- Nearly a 100% of trademark applications are successful if a comprehensive search was done.
- Our search methods comply with international industry standards. We search everything.
- We search all conflicting classes.
- We search on multiple databases.
What is a trademark?
- A trademark identifies the goods and / or services of the owner of the mark.
- A trade mark may consist of words, numerals, drawings, signs, symbols, colours or combinations thereof.
- Your trademark can be a brand name, a slogan, a logo or a specific shape or a combination thereof, for example:
- Brand name e.g. NIKE
- Slogan e.g. Just Do It
- Logo (or device) e.g. the NIKE swoosh
- Specific shape e.g. the Coca Cola bottle
- Colour e.g. the Edgar's red square
- Choosing a trademark that uses descriptive words of your business may not be effective enough to distinguish your brand name from another business.
- Do not copy. In the long run this may be expensive if you are asked to withdraw your trademark.
- Simple and short is best.
- Your trademark should be easy to pronounce, read and remember.
- Research the translated meaning, if any, of your proposed trademark. A negative meaning may be disastrous in an advertising campaign.
- Your trademark should be easy to reproduce in printed or other forms of media.
When trying to come up with your new brand name or trademark, you will probably start hitting your head against the proverbial wall.
It’s not that easy to come up with a catchy, original name and just when you think you’ve nailed it, you find out someone else is using it already.
You need not be restricted to just an ordinary word or a picture. Below you will find a list of ‘things’ that you can incorporate in your trademark. Comprehensive searches need to be done to ensure you aren't infringing on someone else's rights.
Think about these guidelines when scratching your head!
- An invented or coined word without any meaning (ZAPPA)
- An ordinary word that has no specific association or reference to the product or service for which it is used (WHITE HORSE for whisky)
- A foreign (in South Africa non-English, non-Afrikaans or non-black language) word with a meaning non-relevant to the product or services (J’TAIME)
- The name of the proprietor or founder of a company (DE BEERS)
- The name of a famous person (COLUMBUS)
- A name from mythology (NEPTUNE)
- It may include initials (PS)
- Be an acronym (SABC)
- Can comprise numerals, with or without letters (3G), represented in ordinary letters / numerals or in special letters / numerals
- And finally, a logo or a pictorial mark, with or without any wording.
Don’t rush this decision – your trademark is one of the most important investments in your business.