Frequently Asked Questions

Trademarks and service marks alike protect brand identity but serve entirely different purposes. A trademark identifies goods or products in the form of logos and names on packaging. On the other hand, a service mark represents services made available by a business that may include consulting or even entertainment.

Key differences between trademarks and service marks

Trademark: These cover tangible goods such as a brand of clothing, electronics, or packaged food. Trademarks enable consumers to know the good's origin. For example, the Apple logo would be considered a trademark, protecting commodities such as iPhones and MacBooks. 

Service mark: These services may be in entertainment or financial services, among others. You'd also typically find service marks on advertising materials. The Uber logo is a great example of a service mark, representing Uber's transportation services rather than a tangible product.

Both service marks and trademarks undergo the same registration process, which usually takes 12-18 months.