Can You Trademark a Slogan or Tagline? (Complete Guide for 2026)

Can you trademark a slogan? Yes, you can trademark a slogan or tagline, as long as it meets specific legal requirements. In fact, many of the world’s most famous brands rely heavily on trademarked slogans to protect their identity, prevent copycats, and increase brand value.

This guide explains how to trademark a slogan, what makes a tagline eligible for trademark protection, common mistakes to avoid, and whether it’s worth registering your slogan in the UK, US, or internationally.

What Is a Slogan or Tagline?

A slogan or tagline is a short phrase used in marketing to communicate a brand’s message, values, or promise.

Examples include:

• A business slogan used in advertising

• A tagline on packaging or a website

• A catchphrase associated with a brand

From a legal perspective, a slogan can function as a trademark if it identifies the source of goods or services,not just as a marketing phrase.

Can You Trademark a Slogan or Tagline?

Yes, you can trademark a slogan if it is distinctive and used in connection with specific goods or services.

A trademarked slogan gives you:

• Exclusive rights to use the slogan commercially

• Legal grounds to stop others using similar phrases

• Stronger brand recognition and asset value

However, not all slogans qualify for trademark protection.

When Is a Slogan Eligible for Trademark Protection?

To successfully trademark a slogan, it must meet these criteria:

1. It Must Be Distinctive

Distinctiveness is the most important factor.

Strong slogans:

• Are unique or creative

• Do not directly describe the product or service

• Act as a brand identifier

Weak slogans:

• Are generic or descriptive

• Commonly used in the industry

• Purely promotional statements

For example:

• “Best Quality Products” (too generic)

• “Just Do It” (distinctive and memorable)

2. It Must Not Be Descriptive

A slogan that simply describes what you sell is unlikely to be approved.

Examples that usually fail:

• “Fast Plumbing Services”

• “Affordable Legal Advice”

Trademark offices want slogans that require some imagination, not ones that tell customers exactly what the business does.

3. It Must Be Used as a Trademark

Your slogan must be used as a brand indicator, not just decorative text.

Good trademark use includes:

• Displaying the slogan consistently

• Using it alongside your brand name

• Including it on marketing materials, packaging, or websites

If it looks like ordinary advertising copy, trademark protection becomes harder.

Can You Trademark a Slogan Without a Logo?

Yes. A slogan can be registered as a word mark, meaning the protection covers the words themselves, regardless of font, colour, or design.

This is often the strongest form of protection, as it prevents others from using the same or confusingly similar wording in any visual style.

How to Trademark a Slogan (Step-by-Step)

Step 1: Check If the Slogan Is Available

Before applying, you should carry out a trademark search to see if similar slogans already exist in your industry.

This includes:

• Registered trademarks

• Pending applications

• Similar phrases with the same meaning

Skipping this step is one of the most common (and expensive) mistakes.

Step 2: Choose the Correct Trademark Classes

Trademarks are registered in classes, based on the goods or services you provide.

For example:

• Clothing brands often file in Class 25

• Online education services may use Class 41

• Marketing or consultancy services often fall under Class 35

Choosing the wrong class can leave your slogan unprotected where it matters most.

Step 3: File the Trademark Application

You can apply to trademark a slogan in:

• UK Intellectual Property Office

• USPTO

• European Union Intellectual Property Office

The application includes:

• The slogan wording

• Your business details

• Classes of goods or services

• Filing fees

Step 4: Examination and Opposition

Once filed, the trademark office will:

• Examine the slogan for legal issues

• Publish it for opposition

• Allow third parties to object

If no objections are raised, the slogan proceeds to registration.

Can You Copyright a Slogan Instead?

This is a common question, but copyright does not protect slogans in most cases.

Copyright generally:

• Protects longer creative works

• Does not cover short phrases or taglines

If you want exclusive rights over a slogan, trademark registration is the correct route.

How Long Does a Trademarked Slogan Last?

A registered trademark slogan:

• Lasts 10 years initially

• Can be renewed indefinitely

• Remains valid as long as it is used

This makes a trademarked slogan a long-term brand asset, not a one-off registration.

Famous Trademarked Slogans (Examples)

Many globally recognised slogans are trademarked, including:

• “Just Do It”

• “I’m Lovin’ It”

• “Think Different”

These slogans are legally protected because they are distinctive and strongly associated with a single brand.

Common Mistakes When Trademarking a Slogan

Some of the biggest errors include:

• Filing without a trademark search

• Choosing overly descriptive wording

• Using the slogan inconsistently

• Applying in the wrong classes

• Assuming social media use equals protection

Avoiding these mistakes significantly improves approval chances.

Is It Worth Trademarking a Slogan?

If your slogan:

• Is central to your brand

• Appears in marketing and advertising

• Helps customers recognise you

Then yes, trademarking it is usually worth it.

For growing businesses, startups, and online brands, a registered slogan:

• Adds credibility

• Increases business value

• Reduces the risk of disputes

Final Thoughts: Should You Trademark Your Slogan?

So, can you trademark a slogan or tagline? Yes, but only if it is distinctive, non-descriptive, and used as a brand identifier.

A properly trademarked slogan can become one of your most valuable business assets. The key is getting the wording right and following the correct legal process from the start.