Many business-owners wonder: Are there any special routes to getting a trademark application expedited after it has been submitted to the U.S. Patent and Trademark Office?

And we get it! As trademark applicants are finding out, the time between filing an application and getting a trademark registration certificate keeps getting longer and longer. Of course, the registration process has many steps: (1) application; (2) examination; (3) office action, for some; (4) approval and publication; (5) proving use for “intent to use” applications, and finally (6) registration.  But even for those applications that are approved upon first examination, the time between the application and examination steps now accounts for about 80% of the wait.

Business owners of all kinds want to protect and secure their brands and business identity, which are important intellectual property assets. Registering your trademarks is the best way to accomplish that. But what do you need to do to get a trademark in the first place? Learn more about whether you need to work with a local lawyer, as explained by a licensed trademark attorney from Portland, Oregon.

In the U.S., there are two primary types of trademarks: design marks and word marks. Design marks are also known as logos, and they include both the graphic elements (like the Apple apple) and stylized text (like the iconic cursive of the Coca-Cola logo). Word marks cover words only, without any design elements (so the wording "Coca-Cola," rather than the logo font). These elements make up your brand. When you're starting your business, or if you're just now considering trademarks for an established business, you want to make the strongest possible brand.

What do you want to name your business? Do you have a made-up word in mind, or would you rather go super literal and traditional? When it comes to trademark law, this is actually a hugely significant decision. In this guide, we’ll talk about descriptive brands—one of the hardest types to trademark—and how you can make sure you stay protected even if your brand is well established with descriptive language or images.