Chicago, Illinois

Chicago Trademark Registration

Trademark Attorney Services for Your Chicago Business

Welcome to Gerben IP

We have been assisting entrepreneurs, established businesses and other lawyers with trademarks since 2008. We are very proud of the fact that our firm’s representation has resulted in the successful registration of more than 7,500 trademarks with the USPTO.

Protect your trademark
with the assistance of
a trademark attorney
for a flat fee of:


(Plus Government Filing Fee)

Providing Trademark Services for Chicago-based Businesses

Please note that while Gerben IP is not located in Illinois, it can assist businesses from Illinois in registering a federal trademark because it is a federal matter.

Gerben IP was founded in 2008 by trademark attorney Josh Gerben. Gerben IP attorneys provide trademark and intellectual property services for a wide range of clients all over the United States, including Chicago, Illinois. Gerben IP’s trademark services (complete list) include trademark search, trademark application, trademark registration (filing) as well as trademark renewal and trademark monitoring services.

Gerben Law is focused on offering top-shelf legal services at a fraction of the cost of larger firms. To do this, trademark lawyer Josh Gerben and the experienced trademark lawyers at Gerben IP developed an extremely efficient system that allows experienced attorneys to work with each client individually at very competitive flat rates.

How many trademarks are filed each year by businesses in Chicago, Illionois?

Gerben IP collected the following data from the USPTO’s public database.

Year# of Trademarks Filed
Year# of Trademarks Filed

Why is trademark registration important for the Windy City’s business owners?

Whether your Chicago-based company aims to make it big in The Loop or in Wicker Park, it is important to consult a trademark attorney. Trademark rights are not “set it and forget it.” To effectively protect your trademark, you must research, select, and register your trademark, but you also have to diligently stop others from using names that could confuse customers. An experience trademark attorney will be able to guide you through the trademark search, registration, and protection process to assist you in protecting one of your most valuable assets—your company’s trademarks.

Imagine that a new small retail clothing store opens near historic Lincoln Park called “Shore Swathe.” The company is new and did not consult an attorney to protect and register its “Shore Swathe” trademark. This can open the business up to several unwanted legal scenarios.

Let’s say that another clothing store in New York and New Jersey is using the name “Shore Swathes” and registered the trademark with the United States Patent and Trademark Office. The owners of the Chicago-based Shore Swathe were unaware of this before buying thousands of dollars in marketing materials and having a very expensive sign made for its storefront. The original, senior company with the registered trademark would be well within its rights to send a cease-and-desist letter in order to protect its trademark rights and could potentially file a lawsuit under U.S. trademark law. In a situation like this, the Chicago company would almost certainly need to change its name and the energy in creating branding, signage, marketing, would be wasted. The Chicago company may even be forced to destroy its remaining stock of labeled products or close its store until a new name is selected. This would be devastating to a new business. However, by talking to an attorney and conducting a trademark search, the Chicago-based Shore Swathe would have known the level of risk associated with their mark and could have discussed a strategy that would have been best for the company. Ultimately, consulting a trademark attorney could have saved the business tens of thousands of dollars.

Another reason it is important to consult an attorney and register a trademark is that is gives a Chicago-based business the ability to protect its trademark outside of Chicago and Illinois. If a company starts using a trademark and fails to register it, then it may be unable to stop new companies from opening up with similar names in other geographic locations. A federal trademark registration allows the owner to protect its rights throughout the United States and anyone using the trademark after the trademark registers cannot claim that it “didn’t know” about the registered trademark.

The most important reason to protect and register your trademark is that exclusive trademark rights allow you to stop anyone in the United States from selling similar products or services under a similar name. This allows businesses (chicago based or not) to invest in their names and build brands that stands for their companies’ quality goods and services. It means that customers would know that when see the name and walk into the store, they are getting high-quality, curated services from a Chicago-based business, not a cheap knock-off. With a registered trademark, a company can enforce its trademark against infringers and counterfeiters and ensure that the money and hard-work spent on its brand is not wasted.

The top 4 questions Chicago businesses have about obtaining a trademark.

Do I need a trademark?

A trademark protects anything that represents your company to your customers—names, phrases, words, and symbols are the most common, but colors, sounds—even smells—can be trademarks. A distinctive trademark allows you to separate your company from your competitors and allows you to stop competitors from using a similar trademark. However, simply selecting a trademark is not enough – you need to research, register, and protect your trademark, starting with conducting a professional search and registering your trademark with the United States Patent and Trademark Office.

Do I need an attorney to file my trademark(s)?

When starting a business, budgets can be tight and trademark protection can seem like a low priority. Some business owners decide to file their own trademark application with the United States Patent and Trademark Office. However, filing a trademark application without the proper expertise can end up costing businesses dearly in the long run. Gerben IP has seen many clients spend more money on fixing and re-filing their trademark than they would have spent if they worked with an attorney from the beginning. Having an attorney perform a comprehensive search, select the appropriate classes and language for the application, and submit the correct specimens to ensure a successful process is worth it in the long run.

Does hiring a trademark attorney increase my chances of approval?

The simple answer is “yes”. A trademark attorney can provide you with valuable legal advice throughout the trademark registration process. A study by the University of North Carolina found that trademark applications submitted with the help of an attorney are 50% more likely to be approved by the United States Patent and Trademark Office.

How long does it take for my trademark to be registered?

After you file the trademark application, it is reviewed by a trademark examiner (a government attorney.) From start to finish, the process of review takes about 8 – 10 months. However, once registered, you will be protected against anyone who uses a confusingly similar trademark for related goods and services from the date you applied. In some cases, it may take longer than a year to complete the registration and having an attorney can be helpful to ensure that there are no technical errors in the application or missed deadlines. Additionally, should any issues arise in the registration process, you have an attorney on your side to guide you through the process. Gerben IP’s goal is for trademark registration to be a smooth and seamless as possible.

Common misperceptions about trademarks heard around Chicago, IL.

A trademark is only for a logo. You should copyright the company name.

While a trademark can protect a logo or design, it is also able to protect anything that represents your company – your company name, slogan, or even a specific company color or sound. Copyrights, on the other hand, protect creative works of authorship, such as drawings, novels, or songs. You should protect your logo and your company name as trademarks. If you don’t know whether you need a copyright or a trademark, contact our firm for a free consultation.

I can use my neighborhood’s nickname in my trademark and stop others in the neighborhood for using the same nickname.

Chicago and its neighborhoods have a rich range of nicknames. Whether your company is located in Chicagoland or not, if the windy city is deeply connected to your brand – and not just a description of its location – then you can use it as a part of your name. However, to gain exclusive rights in a geographic location, you must use a trademark for a long time and make sure that, when people see or hear your company name, they think of you, not the geographic location. For example, American Airlines is an airline in America. However, when consumers when they hear the company “American Airlines”, think of a brand, not all of the major airlines in America. The same may be true for your Chicago business. Conducting a comprehensive search, and talking with one of our experienced attorneys can help decide the best strategy for protecting your trademarks.

I registered my business name with the Office of the Illinois Secretary of State and the county clerk’s office on my business license. That is enough to protect my trademark.

Most businesses in Illinois are required to register or be licensed with a state agency. While this is necessary for the Illinois Department of Revenue, simply registering a business name and filing your corporate paperwork will not give you any trademark rights. You must use your company name on a product or in an advertisement for services, so that customers would see it.

Once I register my trademark no one else can use that word on any other product.

The owner of a federal trademark registration may stop others from using a confusingly-similar trademark for related goods and services. Owning a trademark does not mean that another business cannot use it for unrelated goods or services. Two brands can have the same name if there is no potential confusion between the products or services they provide. Take the famous Chicago-founded UNO® Pizzeria & Grill and Mattel’s UNO® card game. While they share the same “UNO” name, there is no confusion because they are in vastly different industries. If Mattel decided to go into the pizza business, however, then the owners of the UNO® Pizzeria & Grill would certainly be able to stop them.

I applied for a trademark and it is currently pending. Now I can use ®, the “registered trademark” symbol.

Not yet! It is against federal law to use the ® symbol unless your application is approved and registered. While your application is pending you can use the ™ symbol.

Years of Experience
Trademark Searches
Trademarks Federally
Customer Service

Helping Our Customers Succeed

Scrub DudeScrub Dude ★★★★★ Very positive experience with Gerben IP. Love the automations they have setup and the diligence in which they handle our account.Natasha TarnovskayaNatasha Tarnovskaya ★★★★★ Exceptional services for several years now! Highly recommend!Sol María Díaz PérezSol María Díaz Pérez ★★★★★ This law firm is a true standout in their field, especially concerning our recent trademark request.Our assigned lawyer showed genuine interest in our business and crafted a robust trademark application that ensured comprehensive protection. Communication was prompt and clear, making us feel valued and well-informed throughout the process.We highly recommend their services to any business needing top-notch legal assistance.Abigail CarpenterAbigail Carpenter ★★★★★ We have worked with Gerben on multiple Trademark filings and are very happy with their work. They communicate clearly, do a great job of explaining the process, and always keep us up to date on the status of our filings.Autumn BitterlichAutumn Bitterlich ★★★★★ I am thoroughly impressed by Josh Gerben and his colleagues. They helped me through the detailed process of filing and my Trademark, which would have been an extremely stressful process for me to do alone. I could depend on them to contact me in a timely manner to keep all of the filings up to date, and CORRECT. I can't say enough positive about them. The whole team was quick to respond to my questions and made me feel secure in my choosing them.B DB D ★★★★★ Easy to work with. Did everything online.Got a Trademark and would recommend to others.js_loader

Do you need assistance with a trademark matter? Reach out to an attorney now.

Contact Us
Back to top