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Should A New Business Trademark Its Logo?

First, the good news for the passive. Under United States law, you obtain some limited protection from a trademark just by using it (this and other basic trademark concepts are covered ad nauseum in our other articles I have written such as the ones here and here).

However, the reality is that

I believe that every new business should register at least it’s most essential trademark, which is most frequently the name of the company or best selling product or service. 

So how much is enough? When is trademark protection of a logo particularly important?