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A logo is a visual representation of your name and identity, often accompanied by symbols, drawings, or other graphics. Designing logos is a special skill. We recommend that you hire a graphic artist to work with you to create the image you want. Local art schools can be a source of quality, inexpensive labor.

You may want to consider registering your design and logo if you plan to expand your concept nationally or internationally. Federal registration can cost up to $5,000. You will need to register your trademark separately in the United States, Canada, and the European Union if you wish to be protected in these areas. Registering in the United States does not protect you from trademark infringement in Canada, for example. All three registrations can be done for $10,000 to $20,000, depending on the complexity of your registration.

To begin the process, contact a trademark registration agent, and request a search for potential conflicts with other designs. The agent will describe the process from there.

Always use a superscript ™ as evidence of your trademark, whether or not you register your trademark. Later, when your business name or logo is registered, that mark will switch to a ®.