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

Trademark Example

James A. Rhodes State College
The seal that Rhodes State College uses on the diplomas it issues to its students is registered with the U.S. Trademark Office. REGISTERED TRADEMARK 3,223,832

Trademark Fact

A logo or design that is used in association with goods or services can be registered with the U.S. Trademark Office.

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.