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Trademarks

The name of a business or product, a label, logo, or form of advertisement are some examples of items that may be registered with the Department of Financial Institutions. The registration is not required, but is a good way to notify the public of the use of a certain name or mark. The filing fee is $15, and the registration expires after 10 years. A registration may be "assigned" to another party during the 10 year period, and may be renewed up to six months before the 10 year time period has expired.

Information/Help

Adobe PDF Document General information on Trademarks for Wisconsin

Adobe PDF Document Classification of Goods and Services

“Mark" means a label, trademark, trade name, term, design, pattern, model, device, shopmark, drawing, specification, designation or form of advertisement that is adopted or used by any person to designate, make known or distinguish any goods or service as having been made, prepared or provided by that person and that is registered by that person under s. 132.01.


Beginning March 2020, the Department will accept trademark filings and requests solely online or via walk-in. To promote timeliness, accuracy and efficiency, all trademark registrations, renewals, amendments, assignments, cancelations and certificate or copy requests must be performed online or in-person.

Tips to filing Wisconsin Trademarks: (must create free account)

Application:

  • Each image, logo, phrase or name must be a separate application and fee
  • Decide if ‘applicant’ will register as an individual or under an entity (Entity must be registered at DFI Corporations and in good standing). When registering under an entity you must use whole exact name that in on record. Entity refers to the type of business “Corporation, LLC, LLP, Inc. etc.”
  • Must know which 2-digit classification of goods and services you will file under (Please see guide above for help)
  • You must enter a date of first use (can’t be more than 30 days in the future)
  • When registering an image/logo you must describe fully as though we can’t see it and upload the image you described in the designated area of the application. If you are NOT registering an image/logo you should skip ‘Upload Mark’ area
  • When registering name/phrase enter only the words you want to Trademark in the trademark description area of the application
  • Must be able to print application to get notarized and then scan and upload as a pdf (if notary has a embossing seal please shade/ink before you scan)

Renewals:

  • Can be renewed no sooner than 6 months before expiration date
  • Can be found by searching the filing # or trademark phrase/words
  • Must be able to print application to get notarized and then scan and upload as a pdf (if notary has a embossing seal please shade/ink before you scan)

Assignments:

  • If assigning to an Entity that entity must be registered at DFI Corporations and be in good standing
  • Must be able to print application to get notarized and then scan and upload as a pdf (if notary has a embossing seal please shade/ink before you scan)

Cancellations:

  • Must be an authorized signer to cancel a trademark

Amendments:

  • Used to change addresses or contact information

Online Applications

File Online

Trademark User Manuals

Search Tips

  • Always make sure mark is not being used in Wisconsin before you file (must create free account if you don’t have one)
  • Search by using ‘contains’ so you get full range of trademarks that have those words and can verify it’s not already in use

Trademark Database Search

Click here to search the Wisconsin trademark database.

Email:    DFI-Trademark@dfi.wisconsin.gov      Phone: (608) 266-8915