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Register your Business Name. Protect your proprietary rights.

We can help you to register and protect your Business Name in Australia & New Zealand

Under Australian consumer legislation, it is a requirement that a person register their business name if their business name is not a company name or their own name.


A business name does not provide a person with any proprietary rights in the name.
We strongly recommend that you consider filing a Trade Mark application for your business name if the business name is to be used in marketing or as an indicator of the provided goods or services.

Our Trade Mark Attorneys will help you protect your business name and IP assets!

A Trade Mark is a sign used or intended to be used in the course of commerce to distinguish the goods or services by a person from the goods or services of another.

There are many of trade mark protection including:

  • Setting your business apart from your competitors
  • Licensing your competitive advantage as another revenue stream
  • Forms part of your marketing and branding messages
  • Formally recognising it on your balance sheet as an asset
  • Preventing new entrants or competitors taking away/over your hard work

At Wynnes, our team of experienced attorneys can help you to navigate the process of registering and managing your trade marks.


Wynnes can help you identify and protect your IP assets

If you would like Wynnes to help identify your IP, provide options and recommendations, we are happy to discuss your situation with you in person, over the phone, via email or web chat.

Let us help you grow and protect your business.
We are here to listen, provide assistance and help you protect your important IP assets.

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Know what you need to protect

What can you protect to own a technology niche, market position, and unique market presence?

Corporate Name and Logo
Your company’s name and logo are trade marks. Registering these trade marks gives you ownership in respect of your products and services throughout Australia (or other countries).
Slogans, Phrases, Words or Numbers
A memorable slogan or phrase that customers associate with your brand, products, and servicing. (Eg: just do it). New words (Eg: Kodak), unique spelling of a word or alphanumeric combinations (Eg: 7-Eleven).
App Icons and Graphics
Icons and Graphics used for computer software or mobile applications serve as distinctive trade marks and are the distinguishing element that potential users identify with a product or service.
The packaging for a product can often be distinctive in how the product is presented to the customer. The customer associates the packaging with the business and provides a quality value to the product.
Jingles and Sounds
Advertising jingles or a unique sound associated with your brand (Eg: Windows Start Up) can provide an association with your business, products and services.
Shapes and Colours
Overall shape of a product or packaging (Eg: Coca-Cola bottle) or a particular colour associated with your brand, in your industry (Eg: Cadbury purple).
Apparatus, Assemblies, Devices, Tools & Widgets
New and inventive machines, apparatus, assemblies, devices and widgets can be protected. Often the method of use or manufacture can be also protected to broaden the scope of protection.
Methods and Processes
Business methods, chemical and biological processes can be protected. Methods and processes where a new result is produced can be considered for patent protection.
Computer hardware and software, functionality associated to produce a new result can often be protected by a patent.
Kits and Parts
Can be protected often as a subgroup of an apparatus or assembly parts are important where it is a key component for an apparatus or device. The part can also be subject matter for a design.
Synthesized Chemicals and Biologicals
Novel compounds, chemical processes (particularly commercial scale processes), purified biologicals, modified biologicals, new biological processes are protectable.
Products that have a unique appearance but may not provide a new function. (Eg: The particular shape of a chair) can be protected by design registration.
Plastic or metal extrusions can be protected. (Eg: Housing guttering, shaped conduit, window and door framing).
Key Proprietary Components
Key components that have a specific shape to fit within a device or apparatus to enable the operation or utility of a device or apparatus can be subject matter for a design. (Eg: The shape of a mating socket for an electrical connection).
2D Products
Products that have unique pattern or ornamentation can be protected by designs. By way of example, wallpaper patterns, wrapping paper, cartoon characters on bed sheets can be protected with a registered design.
Plants, Industry Specifics and more
Different industries such as services relating to plants or wine have unique requirements. With plants, Plant Breeder Rights (PBR) need to be considered. With wine, the Geographical Indications Act must be taken into account.


What is a Trade Mark?

A trade mark is a sign used or intended to be used in the course of commerce to distinguish the goods or services by a person from the goods or services of another.  A trade mark may be a word or words, brand, logo, graphic, icon, shape, colour, sounds, scents and even different aspects of packaging.

A trade mark serves to identify the origin of particular goods or services with a trader enabling the trader to benefit from the reputation and goodwill associated with the trade mark.

Choosing a Trade Mark

In order for a trade mark to be registered it must satisfy a number of statutory requirements including:

  • A trade mark must be inherently and or factually distinctive in relation to the particular goods or services for it to be registered. A trade mark is considered inherently distinctive if it is a sign that other traders with similar goods or services would not wish to use to describe their goods or services. A trade mark is factually distinctive if the trade mark has been used by a trader to the extent that consumers associate the trade mark with the trader and their particular goods or services and not with some other business.
  • A trade mark must not be substantially identical or deceptively similar to a pending or currently registered trade mark on the trade mark database in order for it to be registered.
  • A trade mark preferably does not include a geographical name where the business is or could be carried out; directly descriptive words such as STAY SHARP for knives; and fashionable words such as ECO, ENVIRO, GREEN, OZONE, and “e” for electronic.
  • A trade mark which is also a surname is usually not registrable unless it appears less than 500 times on the Australian Electoral Role.
  • A domain name may be registered as a trade mark where the identifier satisfies the statutory requirements. The standard address code material such as “http://”, “www”, “net”, “org”, “com”, “au” are not considered distinctive elements.
  • Only the owner of the trade mark can register the trade mark. The owner is the person who is the first to use the trade mark in Australia or their successor in title.
  • A trade mark can not be registered where the mark is a name that is registered with the Plant Breeders Rights Act.

Applying for Registration of a Trade Mark in Australia

In order to register a trade mark on your behalf, we require:

  • The name and address of the applicant. The applicant can be a natural person or a legal person such as a company but not a trust.
  • A copy of a representation of the trade mark.
  • A list of the goods and or services associated with the trade mark. We recommend also including goods and or services that are intended to be associated with the trade mark in the future thereby avoiding the need to file a further application to cover the new goods or services.

Goods and services are divided into 45 classes in accordance with an international classification system. A trade mark can be registered in respect of goods or services in one or more classes.

From the provided information we will initially conduct an exact mark search to determine whether the same trade mark is the subject of a pending application or a registered trade mark in respect of the same goods or services on the trade mark database.

If an exact trade mark is located we will report the search results and not proceed further with the trade mark application.

If we do not locate an exact trade mark we will prepare the trade mark application and forward a copy of the application for your approval and also report the search results.

We will conduct the exact mark search free of charge if a trade mark application is subsequently prepared and filed. Where a trade mark is not filed we will only charge for conducting the exact mark search. The purpose of the exact mark search is to avoid the needless expense in applying for trade mark registration where the exact trade mark already exists on the trade mark register.

After approval has been provided we will file the application with the Australian Trade Marks Office. The trade mark application is placed in a queue for examination by the Trade Marks Office. Applications are examined in order of lodgment. Examination of a trade mark application can be expedited if required upon application by the applicant. When an application has been examined, the examiner may issue a report raising their objections to registration of the trade mark. Typical objections are that the mark lacks distinctiveness and/or that the registrability of the mark is blocked by the existence of conflicting prior registration or application.

A trade mark applicant has a fee free period of 15 months from the date of the first report within which to overcome objections and obtain acceptance of the application. A further 6 months can be obtained on the payment of monthly extension fees. We therefore recommend that trade mark applications be prosecuted through to acceptance as soon as possible after the first report has issued.

Response to the objections may include legal argument, amendment of the application and or filing evidence in support of registrability.

If the objections have been successfully overcome, the application will proceed to acceptance. After a trade mark application has been accepted, it will be advertised for opposition purposes. The opposition period provides a third party to oppose the registration of the trade mark.

After the opposition period has expired and no opposition proceedings have commenced, the trade mark will proceed to registration upon payment of the registration fee.

The trade mark is registered for a term of 10 years from the filing date. The term can be renewed every 10 years to maintain registration with the payment of renewal fees.

After five years from the date of filing, a registered trade mark is vulnerable to removal for non-use if the trade mark has not been used during a continuous period of three years. If a removal action is initiated by a third party, the trade mark owner must demonstrate that there has been use of the trade mark during this period to maintain the trade mark on the register.

Correct Use of a Trade Mark

It is important that a trade mark is used correctly.

  • When the trade mark is used it should always indicate that the word or logo is a trade mark.

If a trade mark has not been registered, it should be marked ™ to indicate that the word is being used as a trade mark.

If a trade mark has been registered, goods should be marked to indicate registration. For example registration can be shown by placing an R in a circle eg. ® or Regd™ next to the relevant trade mark.

It is also advisable to indicate the name of the owner of the trade mark on the goods.

As a cautionary note we point out that it is a criminal offence to represent that a mark is registered in Australia when that it is not. Severe penalties apply for such offences.

  • The trade mark should never be allowed to become a generic name for a product or service. A registered trade mark owner should act quickly and effectively to stamp out any unauthorized use of their trade mark. If they do not do this, the trade mark may cease to function as a trade mark and instead become a generic descriptor for a product or service. The registration of a trade mark which becomes generic may be cancelled. The trade mark will then be available for all to use.

Business Names and Trade Marks

A common misconception is that registration of a business name confers property rights in the name. It does not! The requirement to register business names is consumer-focused legislation to assist people who are dealing with a business to identify the principals of the business.

If a business name is being applied to goods or being used to indicate services, it is being used as a trade mark and a separate application for its registration as a trade mark should be considered. The trade mark registration will then confer the exclusive right to use that mark in relation to those specific goods or services throughout Australia.

Advantages of Registering a Trade Mark

Registration of a Trade Mark provides the owner with proprietary rights in the mark:

  • In contrast business name, company name or a domain name registration is consumer focused legislation that does not provide the registrant with ownership of the mark;
  • and no one is allowed to use the mark without the owner’s authorization;
  • throughout Australia;
  • and avoids the need to establish Passing Off of an unregistered trade mark in costly court proceedings;
  • and prevents the registration of a subsequently filed substantially identical or deceptively similar trade mark;
  • alerts competitors and others that the trade mark is protected from unauthorized use;
  • and the registration can be included in the balance sheet for business valuation purposes;
  • and the registration can facilitate the franchising and licensing of a business;
  • and the registration provides a defense against infringing other trade mark registrations.

Watching and Monitoring Trade Marks

We also provide searching services including clearance searches to determine whether a trade mark can be used in a particular jurisdiction and registrability searches to determine whether a trade markcan be registered in a particular jurisdiction.  These searches can be conducted with respect to Australia, New Zealand and any other desired country or region.  As stated above, we can with instructions conduct an exact mark search on the Australian or New Zealand trade mark register to determine if the trade mark is already on the register in respect of the specified goods or services before filing a trade mark application.

We can also monitor the progress of a competitor’s trade marks for business purposes.











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