The first step in selecting a mark is to find a mark that uniquely identifies the goods or services.

Trademark Example

Motorcycle Hall of Fame
The mark Motorcycle Hall of Fame is registered with the U.S. Trademark Office for multiple items including jewelry (pewter, bronze, gold plated lapel pins, gold plated bracelets, necklaces, charms, and belt buckles of precious metals). REGISTERED TRADEMARK 2,911,948

Trademark Fact

The U.S. Trademark Office requires an applicant to provide a description of the goods and services associated with the mark being registered.

A successful mark will identify goods or services in a manner that will leave a favorable, lasting impression in the minds of relevant consumers and will not be confusing with the marks of competitors.

Marks that are "arbitrary" and have no meaning in relation to the goods or services are often easier to protect than marks that simply describe or suggest the goods or services being sold.