How to Trademark a Phrase: A Step-by-Step UK Guide
If you’ve created a catchy slogan, tagline, or phrase for your business, you may be wondering how to trademark a phrase — and whether it’s even possible.
The short answer is: yes, you can trademark a phrase — but only if it meets specific legal requirements.
In this guide, we’ll break down exactly how trademarking a phrase works in the UK, what phrases qualify, common mistakes to avoid, and how to protect your brand properly without legal jargon or confusion.
What Does “Trademarking a Phrase” Mean?
Trademarking a phrase means legally protecting specific words or wording that identify your business, products, or services.
A phrase trademark can include:
Slogans
Taglines
Catchphrases
Marketing statements
Repeated brand messaging
Once registered, a trademark gives you exclusive rights to use that phrase in connection with the goods or services you’ve claimed.
This means you can stop competitors from using the same or confusingly similar wording in your industry.
Can Any Phrase Be Trademarked?
Not every phrase can be trademarked — and this is where many applications fail.
A Phrase Can Be Trademarked If It Is:
Distinctive (not generic or obvious)
Used as a brand identifier, not just decoration
Capable of distinguishing your business from others
Not already registered or in use by a similar business
A Phrase Usually Cannot Be Trademarked If It Is:
Descriptive (e.g. “Best Coffee in London”)
Generic (e.g. “Fresh Food Daily”)
Common marketing language
Misleading or offensive
Too similar to an existing trademark
Tip: If your phrase sounds like something any business in your industry might say, it’s probably not strong enough.
Why Trademarking a Phrase Matters for Businesses
Your phrase may feel like a small part of your brand — but legally, it can be incredibly valuable.
Trademarking a Phrase Helps You:
Protect your brand identity
Prevent copycats and imitators
Strengthen your marketing assets
Increase brand value for investors or buyers
Build long-term credibility
Without trademark protection, someone else could register the phrase before you — and legally stop you from using it.
How to Trademark a Phrase in the UK (Step-by-Step)
Step 1: Check Whether the Phrase Is Distinctive
Ask yourself:
Does this phrase describe what I do?
Or does it signal who I am as a brand?
Distinctive phrases work best.
Stronger example: “Just Do It” Weaker example: “High Quality Sportswear”
Step 2: Search Existing Trademarks
Before applying, you must check whether your phrase already exists.
You should search:
UK trademark registers
Similar spellings and variations
Related industries and classes
Skipping this step is one of the biggest risks — and can lead to refusal or legal disputes.
Step 3: Choose the Correct Classes
Trademarks are registered in classes, based on what you sell.
For example:
Class 25 – Clothing
Class 35 – Business services
Class 41 – Education or training
Class 43 – Food and hospitality
You only get protection in the classes you choose, so this step is critical.
Step 4: File the Trademark Application
In the UK, applications are filed with the UK Intellectual Property Office (UKIPO).
Costs (official fees):
ÂŁ170 for one class
ÂŁ50 for each additional class
The application includes:
The exact phrase
Your business details
Selected classes
Whether it’s a word mark or logo
Step 5: Examination and Publication
The UKIPO will:
Examine your application for legal issues
Publish it for opposition (2 months)
If no one objects — and no issues arise — your phrase moves toward registration.
Step 6: Trademark Registration
Once approved, your phrase becomes a registered trademark.
Protection lasts 10 years and can be renewed indefinitely.
Benefits and Risks of Trademarking a Phrase
Benefits
Legal exclusivity
Stronger brand positioning
Easier enforcement
Licensing and franchising opportunities
Clear ownership rights
Risks (If Done Incorrectly)
Application refusal
Lost fees
Legal disputes
Forced rebrands
Oppositions from other businesses
This is why proper searches and wording analysis matter.
Practical Examples of Phrase Trademarks
Strong Phrase Trademarks
“Think Different”
“Because You’re Worth It”
“Impossible Is Nothing”
These phrases:
Are distinctive
Don’t describe the product directly
Function as brand identifiers
Weak or Unregistrable Phrases
“Fast Delivery”
“Best Quality Products”
“Affordable Prices”
These are too generic or descriptive.
FAQs: How to Trademark a Phrase
Can I Trademark a Phrase Without a Logo?
Yes. You can register a word mark, which protects the phrase itself regardless of font or design.
How Long Does It Take to Trademark a Phrase?
Typically 4–6 months, assuming no objections or oppositions.
Do I Need to Be Using the Phrase Already?
No — but you must intend to use it commercially.
Can I Trademark a Phrase Internationally?
Yes, but you’ll need separate applications (EU, US, or WIPO international registrations).
What Happens If Someone Opposes My Trademark?
The application may be challenged, negotiated, or refused — depending on the strength of both sides.
Final Thoughts: Is Trademarking a Phrase Worth It?
If a phrase plays a key role in your brand, marketing, or identity, trademarking it is often one of the smartest early decisions you can make.
But not all phrases are created equal — and registering the wrong one can waste time and money.
A proper search and strategy can make the difference between a strong, enforceable asset and a rejected application.
Soft Call-to-Action
If you’re unsure whether your phrase is trademarkable — or want to avoid costly mistakes — getting it checked before applying can save you a lot of trouble later.
Protect the words that define your brand — properly.