So, to be registrable, a trade mark can’t be totally descriptive of the goods or services it covers and can’t simply be saying how good they are. So don’t go for DIGITAL MEDIA for web design, ACE TAXIS for taxi cabs and avoid YUMMY for cookies and cakes.
Be clearly different to trade marks that are already in use by your competitors. Your competitors will have rights in their own trade marks – which they might want to enforce!
The best trade marks are made up words that are easy to pronounce. Ideally the new trade mark will have some connotation of the goods or services without being directly descriptive. An example is KODAK for cameras, which mimicked the sound of a camera shutter closing.
Or pick a word from an unrelated sphere, such as PEACH for electronic media storage.
Logos are increasingly popular and are increasingly important for use in social media, but they remain unpronounceable and your first priority should be for a word trade mark that your customers can say. If you are launching your product across a number of different countries, with different languages then have some cognizance of what the trade mark might mean in other languages and what it might sound like.
It’s possible to include both a logo and a word together in a trade mark registration, but this only provides protection for that combination. ask yourself: Are you always going to use the logo and word trademarks together?
Finally, make sure that you have a trade mark clearance search completed in good time BEFORE you commit to printed packages, sales and advertising. Again, the search should be across all of the countries where you are about to launch.