What trademark and other legal issues are involved in selecting a company name?

March 7, 2008

[The following post is courtesy of John Slafsky and Aaron Hendelman in WSGR’s Trademarks and Advertising Practices Group.]

Among the most important tasks in the founding of a new company are the development and clearance of a company name.  There are two very different sets of legal issues, and a host of business issues, involved in the process.

Legal Issues

One set of legal issues concerns availability of the name under state law relating to entity names.  In the case of corporations or limited partnerships, this involves checking with the Secretary of State of the states where they are formed and where they must “qualify” to do business (usually where they have offices or resident employees or a sales force).

The Secretary of State checks the state records to ensure that there is no other corporation or limited partnership with an identical or closely similar name; if one is found, the new name is generally not permitted.  This happens even if the two companies are in vastly different lines of commerce; the sheer similarity of the name bars the second name.  (On some occasions, consent of the earlier company or a relatively minor alteration of the name, such as “ULTIGRA, INC.” to “ULTIGRA SOFTWARE, INC.,” may increase the chances that the state will allow the new name.)

The second set of legal issues concerns trademark law.  The Secretary of State’s approval of a business name does not grant trademark rights or authorize a company to use a particular business name in commercial activities.  (Nor does registration of a corresponding domain name result in any significant legal rights.)  A company may have incorporated under a name but find itself liable for trademark infringement or dilution — with potential risks of an injunction, disgorgement of profits, payment of damages, and more — for use of the name.

Trademark infringement occurs when a person or company uses a name or mark in a way that causes a likelihood of confusion with another person or company with respect to source, sponsorship, or affiliation of products, services, or commercial activities.  Thus, “McCoffee” may infringe upon the marks of McDonald’s Corporation by leading the public to believe that “McCoffee” is a product or an affiliated company of McDonald’s.  A company also may be liable for trademark dilution by using the famous mark of another company even if there is no competitive overlap or likelihood of confusion. For example, the name “Pentium Petroleum Corporation” may well dilute the PENTIUM trademark of Intel Corporation.  It therefore is important to assess the potential trademark law risks of a name before adopting it as a company name.

The fact that a company still has a low public profile, or does not yet have products on the market and does not yet have a website, does not immunize it from challenges.  Some companies have been sued for allegedly causing confusion through their financing activities or for use of a pre-release code name for a new product.

Some companies, in a rush to form a company, devise names in a hurry and do not clear them for trademark purposes.  Often, they consider the name a “place holder” until a later time when they can invest the money and effort to attend to a new name.  This creates a number of risks.  First, there is the risk of liability.  Second, management may “fall in love” with the placeholder name and become unwilling to give it up later.  Third, the company may develop goodwill under the placeholder name that will be lost upon a name change.  Fourth, the company may incur significant legal and administrative costs when it later undergoes a name change.

Our Assessment

Legal assessment of a business name involves several steps.

We check the availability of the name with the Secretary of State for the relevant states; if the name is available with the Secretary of State, we reserve it pending an in-depth search.  The Secretary of State availability check and reservation require only nominal fees.

We also perform searches of trademark databases in-house using on-line services or other research materials.  The purpose of the searches is to determine whether a name is so likely to be unavailable that a more comprehensive search would be wasteful.  A preliminary screening search is not sufficient diligence to assess the real issues in adoption of the name.

After the screening search, we obtain an in-depth trademark search from an outside search company.  It examines federal and state trademark registers and a large number of sources of unofficial information about company and product names in relevant fields.  We obtain an extra copy of the search report for our client and expect it to review the report carefully for potential conflicts; we then discuss our assessment with the client. 

Once a company is comfortable with the level of risk of its chosen name, it is important to find ways to protect the name.  If the name will be used on products, or in connection with the advertising or promotion of services, it often is a good idea to file an application for federal registration of the name based on the company’s intent to use the mark.  This will help establish rights to the name; more importantly, it gives early notice to others who might otherwise overlook the company’s name when they do searches to develop their own names.

For further information, please contact John Slafsky or Aaron Hendelman in WSGR’s Trademarks and Advertising Practices Group


  • Eric Robinson

    Let’s say a company A uses a name of a corporation that has gone out of business…still says they are that same business, but the corporation has closed its doors permantly. Company A takes over the name (AMGI) and does not file a fictitious business name until quite some time later and when they do, they say they are now AMG. The website still says it is AMGI, but the customers do not know. They think they are the same corporation. They are not but are run by a company called Safehouse. How can a company tell customers they are something they are not? Use a website under a shutdown corporation’s name? And take on contracts under an old name while the customers think they are still being serviced by the old one.

  • http://www.startupcompanylawyer.com Yokum

    @Eric – Since I assume that this is a real fact pattern, you should engage an attorney.

  • Jegman

    Two questions…

    In regard to trademarks, is it possible to trademark a logo without the prospective company being incorporated yet? If so, would you advise against this?

    I’m currently building a website with hopes to later build a business around it. Can I continue during the next few months of development and generating interest without the legal setup. I’m not at the point where common shares, tax, etc. are points to consider just yet? I’d like to go as long as possible without the legal setup, but perhaps this is quite stupid of me?


  • http://www.startupcompanylawyer.com Yokum


    Yes, but you need to actually use the trademark in order to attempt to protect it.

    If there are consultants that are doing work on the website, it is cleaner to have these people assign IP to an entity as opposed to you personally. If you start promising equity to consultants in a yet to be incorporated entity, it may get very messy to document/clean up later.

  • Tony

    If one person has a trademarked name of a product, can another person use that name for their usernamej/email address legally? I have a trademarked product and when I went to use that name as my emial address, I found that someone else has used my product name as their email address. Is is within my legal right to ask them to not use that name?

  • http://www.startupcompanylawyer.com Yokum

    @Tony – you need to discuss this with a trademark specialist.

  • http://www.startupcompanylawyer.com Yokum

    @Tony – you need to discuss this with a trademark specialist.

  • gnljones

    I am launching a new company and applied for Trademarks on a logo, company name and product name. What do I need to put on the packaging of the product to protect these trademarks?

  • Name

    Suppose a person takes an English word, changes one of its letters and registers it as the name of a company and gets a trademark for it. Would this be a trademark violation if the original English word has been used by another company?
    E.g., consider Apple Corporation. If another company, in a different business, uses Epple as its name and trademark, would this be a violation of Apple's trademark?

  • Duffy

    If a company A is using a name in one state first (with state registration), and then company B across the country (with no overlap in markets, but in the same industry) has used the name prior to company A (but has not registered the trademark with the federal gvt), what kind of common law use is evoked? That is, could Company B sue Company A and make that company change their name? Just wondering how, with the Internet, these issues are being resolved.

  • Julia Page

    I have a registered trademark on my logo and the name of my product in New Zealand in the spice industry. I have noticed that a spice company in the states has registered the name in the USA. Can I market my product with the register logo only and not the name since they have registered the name only?

  • http://www.frozenlemons.com company naming

    You will need to make sure that the business name you plan to use is not already being used by another business. You can do this by doing a name search with the appropriate state agency, which is usually the office of the Secretary of State.