Time matters for trademarks. Whether you’re launching a new brand or protecting an existing one, understanding the critical dates and deadlines in trademark law can mean the difference between securing your rights and losing them.

Keeping track of trademark timing is essential for protecting your brand and staying ahead of the competition. Def Leppard said it’s too late for love, but let’s look at whether it’s too late for your trademarks.

Does It Matter WHEN You Apply to Register a Trademark?

Absolutely! Timing can determine whether you get exclusive rights or end up in a legal battle. Here’s why:

• First to Use vs. First to File: Unlike patents, the U.S. operates on a “first-to-use” system, meaning the first business to use a mark in commerce generally has superior rights over a later filer. Filing an application with the U.S. Patent and Trademark Office (USPTO) can strengthen those rights. This could become complicated if you filed first but someone else used it first, so that’s a situation you definitely should discuss with a seasoned trademark attorney.
• Priority Filing Date: The moment you file a trademark application, you establish a priority date. If someone applies for a similar mark after you, your earlier filing date could give you the upper hand. Again, if they used it before you did, though, consult a trademark attorney.
• Intent-to-Use Applications: Not ready to launch yet? If no one else is using the mark for identical or similar goods or services, you can file based on intent to use (ITU) and reserve your spot in line, as long as you follow through with use in commerce later.

How Long Do Trademark Rights Last?

Trademarks can last indefinitely—if you maintain them properly. Here’s the breakdown:

Common-Law Trademarks (Unregistered)

• Rights begin as soon as you use the mark in commerce.
• Protection is limited to the geographic areas where you use the mark.
• You don’t get the benefits of federal registration.

Registered Trademarks (USPTO/Federal)

• Initial Registration: A federally registered trademark lasts for 10 years, but it’s not automatic—you must renew it.
• First Maintenance Deadline: Between years 5 and 6, you must file a Declaration of Use (Section 8) to confirm you’re still using the mark. You must show examples of the mark still being in use.
• Renewal Every 10 Years: After 10 years, you must renew (Sections 8 & 9) to keep your registration active. With each renewal, you must show examples of the mark still being in use.
• As long as you continue using and renewing it, a trademark never expires—it can last forever!

Key Trademark Law Dates to Remember

• First Use Date: The date you first use your mark in commerce.
• State Registration Dates: Rules vary from state to state, so I won’t go into state filing and renewal dates here, but if you are pursuing state registration, you need to know what those are for that state.
• Filing Date: The date your trademark application is received by the USPTO.
• Publication Date: If approved, your mark is published by the USPTO for opposition—others have 30 days to challenge it.
• Registration Date: If no opposition arises, your mark registers with the USPTO, giving you nationwide protection.
• Maintenance Deadlines: You must file maintenance documents with the USPTO at years 5-6 and every 10 years thereafter.

Final Thoughts: Timing is Everything

A strong trademark can be one of your business’s most valuable assets—but only if you protect it. Filing early, maintaining your registration, and tracking key deadlines will help ensure your brand remains exclusively yours. If you’re unsure about timing, a trademark attorney can help you navigate the process.

Do you have trademark questions? Drop them in the comments!