Trademark Protection for Startups –
Your name is your most valuable asset
Many founders wait too long to protect their brand—or don’t protect it at all. We make sure your startup name, logo, and product names are legally protected. Before someone else does.
Up to €700 in funding for your startup trademark registration?
The EUIPO supports small businesses and startups—but its budget is limited. We’ll handle the entire application process for you.
700 €
EUIPO Grant
Why Branding Is Crucial for Startups
The first to file the application has the right—not the one who came up with the idea first.
You launch your startup, post on Instagram, pitch to investors—and somewhere along the way, someone registers your startup’s name as a trademark. That might sound paranoid, but it happens all the time. Especially in the startup world, where names and brands are often publicly known before the company is even founded.
A registered trademark isn’t just protection against cease-and-desist letters for your startup. It’s a tangible asset that increases your company’s value, wins over investors during the due diligence process, and gives you significantly more flexibility when it comes time to exit. Startups with protected trademarks and a clear IP strategy consistently achieve better valuations in funding rounds.
We advise startups in the tech, creative industries, and creator economy sectors on branding—not as a side issue, but as a strategic core of your business development.
The Most Common Branding Mistakes Made by Startups
Almost all startups make these 3 branding mistakes –
even though they could have been avoided with a single conversation.
We see these mistakes all the time in our work advising startups. All three are avoidable. None of them come cheap.
Beware
of brand risks!
Registering too late
The first to file has the right—not the first to come up with the idea. Many startup founders wait until after the launch, until the first round of funding is complete, or until an investor asks about it. In most cases, that’s too late.
Important for your startup planning: When registering a trademark, you may face oppositions from owners of earlier, similar trademarks or be required to enter into coexistence agreements. Even with an expedited process, registration often takes 6–12 months—you must factor this time into your go-to-market planning.
Consequences: Warning letter, rebranding, and wasted time
Register without a similarity search
When you file an application, the Trademark Office only examines so-called absolute grounds for refusal. A similarity check against existing trademarks is not performed automatically. You pay the application fee, but you may not receive effective protection
Trademark searches are particularly tricky for startups—they are legally complex and require specialized knowledge of trademark law. In some cases, a startup’s logo or name may need to be modified again to ensure sufficient distinctiveness. This costs time and money—especially if it happens after the launch.
Result: No protection despite payment of the fee
Select only Germany
A German trademark only protects you in Germany. Anyone who wants to scale their startup internationally—and most do—needs protection in the markets where they operate or plan to operate.
Advertising in German automatically covers Austria and Switzerland as well—so it’s important to secure the DACH region. In addition, there’s the United Kingdom, which is no longer part of the EUIPO system following Brexit and requires a separate UK trademark. Startups with ambitions in the U.S. also need to file an application with the USPTO.
Consequence: No protection in the target markets
The Brand as a Startup Asset
What Investors Want to See in Due Diligence— and Why Your Brand Matters.
In any serious funding round—whether seed, Series A, or strategic investor—an intellectual property review is standard practice. Investors want to know: Is the name protected? Are the products safeguarded? Does the startup have a clear IP strategy?
A registered trademark signals a professional mindset. It shows that the founding team doesn’t just have an idea, but is building a company that will stand the test of time. Trademarks are balance-sheet items, transferable, and licensable—which measurably increases the company’s value.
Of particular interest to startups with scalable business models: A registered trademark is the foundation for licensing and franchise agreements. Anyone who wants to license their brand name, concept, or technology must have a registered trademark as the legal basis.
6 - 12
Allow several months for a full trademark registration
700 €
EUIPO Grant for Startups and SMEs for EU Trademark Applications
27
Protect EU countries with a single EUIPO trademark application
3
Jurisdictions (Germany/EU, U.S., Switzerland) for comprehensive DACH and U.S. coverage
Where should your startup be protected?
Trademark Registration for Startups –
in Germany, the EU, the U.S., and Switzerland.
Depending on where you operate today and where you plan to expand tomorrow, you’ll need trademark protection in various jurisdictions. We’ll guide you through every step—strategically and comprehensively.
Trademark Registration in Germany & EU
For startups, we recommend applying directly for the EU trademark through the EUIPO—it provides protection in all 27 EU member states at once. With the EUIPO SME support program, startups can receive a grant of up to €700.
Trademark Application USA
Anyone launching, pitching, or selling a startup in the U.S. needs U.S. trademark protection through the USPTO—regardless of whether you have a U.S. branch office or not.
Trademark Registration in Switzerland
Switzerland is not a member of the EU—your EU trademark does not protect you there. For startups operating in German-speaking countries, protection in Switzerland through the IGE is essential.
For Growth & Scaling
Brand Licensing Agreement & Franchise for Startups
Want to scale your business without doing everything yourself? A registered trademark is a prerequisite for any licensing or franchise agreement. We draft trademark licensing agreements specifically tailored to startup business models.
Coming soon: our own website
Design Protection for Startups – Product, Packaging, and UI
In addition to trademarks, registered designs protect the external appearance of products, packaging, and interfaces. This is particularly important for fashion startups, hardware startups, and any company with a visually distinctive product.
New – Upstream protection for startup releases
Are you planning a release?
Protect your project title before you pitch it.
- Books & Audiobooks
- Podcasts & Shows
- Music & Albums
- Software & Apps
- Events & Formats
- Games & Movies
- Newsletter Title
- Course Formats
Notice of Copyright Protection for a Work
Maximum protection before the official launch—for startups that think big.
Frequently Asked Questions
Branding & IP for Startups –
Answers to the most important questions.
Any questions? We're happy to help.
Initial consultation is free—we’ll work with you to determine what your startup needs and how much it will cost.
When should a startup register its trademark?
As early as possible—ideally at the same time as you’re setting up your business, and in any case before the official launch. Trademark law follows the “first come, first served” principle: whoever files first has the rights. Important: Allow 6–12 months for the application process, as registration procedures and potential oppositions take time.
Should I register an EU trademark or a German trademark first?
For most startups, we recommend applying directly for an EU trademark through the EUIPO. Although it costs more, it provides protection in all 27 EU member states at once. With the EUIPO SME grant (up to €700), the EU trademark also becomes financially attractive.
How much does it cost for a startup to register a trademark?
The application fee at the DPMA (Germany) starts at €290 when filed online. At the EUIPO (EU), it starts at €850. With the EUIPO SME grant (up to €700), startups can recover a significant portion of these costs. We’ll provide you with a transparent, fixed-price quote.
Does an EU trademark also provide protection in Switzerland and the UK?
No. Switzerland is not an EU member, and the UK has withdrawn from the EUIPO system since Brexit. Both countries require separate national applications. For startups in the DACH region or the UK market, this is an important consideration in their IP strategy.
Does a startup need a brand in the U.S. as well?
Yes, as soon as you operate in the U.S.—whether you have customers there, sell on U.S. platforms, or target U.S. investors. U.S. trademark law operates under its own system (USPTO) and is independent of European trademarks.
What is the difference between a trademark and a registered design?
A trademark protects names, logos, and symbols as indicators of origin. A registered design protects the visual appearance of a product, packaging, or interface design. These two forms of intellectual property protection complement each other—especially for startups with a visually distinctive product.
When does a startup need a trademark license agreement?
As soon as you share your brand name or concept with third parties—whether partners, resellers, white-label customers, or franchisees—you must always have a registered trademark. For startups with scalable business models, this is often the first step toward generating passive income from their own brand.
What is copyright protection for works, and why is it important for startups?
Work title protection safeguards the titles of works such as books, podcasts, software, events, or songs—even before publication, through a work title protection notice. For startups that mention product names in discussions with investors before the product is launched, it provides important initial legal protection.
Get started now
Your startup deserves effective trademark protection.
Not someday. Now.
We advise startups in the tech, creative, and creator industries on branding—strategically, personally, and without legal jargon. Initial consultation is free.
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