8 Tips for trademarking a slogan — DIY Trademarks New Zealand

A slogan or tagline is a phrase used in advertising to make a message stick in the minds of consumers. It has the power to make you remember the brand it represents, whenever you see or hear that phrase.

Perhaps, “fingerlickin’ good” will bring to your mind the brand behind it?

A well thought out slogan can play a significant role in establishing a company’s reputation and identity, but a poor slogan could do harm by sending the wrong message.

When KFC’s trademark was first translated literally into Chinese it said, “eat your fingers off”. The company quickly realised it was offensive to their Chinese customers and they fixed the blunder.

In another example, the cosmetic brand, Nivea, quickly withdrew an advert with the slogan, “White is purity,” after being accused of racial insensitivity.

In a highly competitive market, your slogan can be a powerful tool to cut through the clamour and set your business head and shoulders above the competition. In most cases, the simpler the slogan, the better.

Distinctiveness is the key when you trademark a phrase

The multinational tech company, Apple uses the slogan, “Think different”. For a powerful slogan, we recommend that you say something with a difference!

Originality is not only the quality that will make your message stick in the minds of your customers, but it is also what will give your slogan its legal punch.

The more unique the slogan in the industry in which it is used, the more likely it will meet the trademark registry’s requirement of distinctiveness to be registrable as a trademark. In other words, is your slogan memorable enough that customers are going to associate it with you?

It’s unlikely you’d get a trademark registration for a phrase like “fast and effective relief from headaches” if you’re selling pain medication, but if you’re an accounting firm offering tax advice, it might well be considered distinctive, because in that context, the message is not literal. Read more in our article, Can I trademark a slogan?

8 creative ideas for trademarking a phrase that’s unique

Consider these trademark slogan examples of well-known brand owners for tips and ideas to help you come up with a unique and memorable phrase of your own:

1. Think up some clever made-up words

IT’S FINGERLICKIN’ GOOD (KFC)

THEY’RE GR-R-REAT! (Kellogg Frosties)

2. Create a suggestive or metaphoric tagline

GIVES YOU WINGS (Red Bull)

LIVE HAPPILY EVER ACTIVE (Virgin Active Australia)

Red Bull famous trademark slogan examples

3. Employ unconventional grammar or spelling

FULL OF BEANZ (Wattie’s)

THINK DIFFERENT (Apple)

Wattie's unconventional spelling example

4. Put a new twist on a well-known phrase

LORD OF THE WINGS (for fast food)

FROM THOUGHT TO FINISH (Ernst & Young)

Lord of the Wings - trademark phrase example

5. Play with words with double meanings

HERD of BULLS? A TOWN LIKE NO UDDER (BP)

EVERY CAMEL TELLS A STORY (Camel)

7. Include your registered trademark word in your slogan

This is likely to make the phrase distinctive and registrable.

VISA. EVERYWHERE YOU WANT TO BE.
CADBURY PRESENTS MARVELLOUS CREAT!ONS

6. Make it witty, funny or thought-provoking in some way

WORLD FAMOUS IN NEW ZEALAND (Lemon & Paeroa)

MORE EXPERIENCE THAN OUR NAME SUGGESTS (Virgin Atlantic)

L & P World famous in New Zealand - funny slogan example

8. Add your slogan to your stylised logo

If your tagline is unlikely to qualify as a trademark on its own, you could apply for a logo trademark to make sure you get a level of protection.

Take a look at these well-known examples of businesses which have registered trademarks for logos that include their slogans.

A sticky catchphrase can be a powerful part of your strategy to make your brand stand out in the crowded marketplace - and if you trademark your slogan, you’ll get robust, nationwide protection for your brand.

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