No, you cannot trademark an event. However, although you cannot trademark the layout or activities inherent to a particular event, you can trademark the name, logo, and slogan associated with the event, all of which are considered types of Intellectual Property (IP). To do so, you must register a trademark with the United States Patent and Trademark Office (USPTO), following specific legal procedures.
Typically, when someone refers to “owning the rights” to an event, they are referring specifically to the name or logo of the event. This does not prevent someone from holding a similar event so long as it has a different and unique name and logo. Using the trademark associated with an event name helps distinguish it in commerce, protecting the organizer’s rights. Whether for a corporate event, a professional event, or even a virtual event, trademarking these elements safeguards your brand’s identity and differentiates it from others in the industry. In fact, obtaining federal registration for your event name or logo protects your brand on a national level, preventing others from using a confusingly similar name or design that could mislead consumers.
The chart below gives a quick reference to what can and can’t be protected via trademark registration:
| Item | Eligible for Trademark Protection? |
|---|---|
| Event Name | Yes |
| Event Logo | Yes |
| Event Slogan | Yes |
| Event Layout | No |
| Event Activities | No |
For example, if you’re throwing the event or using a specific name or logo to promote it, trademark registration can prevent competitors from copying your branding. The name “BOSTON MARATHON” is a trademark for marathon racing events, but you could still hold a marathon in Boston provided that your event was known to the public by a wholly different name. By securing a federal trademark registration, the Boston Marathon ensures its brand remains unique and identifiable to consumers.
This applies equally to both in-person events and hybrid events, where physical and virtual elements are combined. Ensuring that your event name is distinctive and protected is essential for long-term brand management, especially as events continue to evolve.
Trademarking Items for Your Event
We’ve established what you can and can’t trademark when it comes to events, so let’s go a bit deeper into each item that you can secure with a trademark.
Trademarking an Event Name
The name of your event can be trademarked just like any other business name. For corporate event planners, a unique name is essential for standing out in a competitive market, where many company events might target similar audiences or industries. When you trademark a name, the primary requirement is that it must be used in connection with goods and services in commerce. To ensure successful protection, the name must be used as a “mark in commerce,” meaning it must be actively used in connection with the sale of goods or services. Additionally, jurisdiction plays a key role; federal registration covers your rights across the entire U.S., while state trademarks only offer local protection. We went into detail in this article about trademarking business names.
Trademarking an Event Logo
As with the name, your event logo can be trademarked, just as any other logo can. When filing for a logo trademark, specimens — examples showing the mark in use with the event — are required to demonstrate its connection to your brand. For instance, using the trademark on materials like event programs, digital ads, or branded merchandise strengthens your case. Event companies will likely advise that the logo appears on everything from invitations to event stage designs, reinforcing the brand in consumers’ minds and ensuring everyone is aware of your trademarks during events. Check out our guide on trademarking a logo for more information.
Trademarking an Event Slogan or Tagline
As we explained in this article, a slogan can be trademarked, but it can be a bit tricky. For example, if you’re using the phrase “Bringing Innovators Together” to promote said event, it may qualify for trademark protection if it’s distinctive enough to identify your brand.
This means that the slogan must either be a wholly unique campaign phrase or description or develop a secondary meaning associated with a product or service. For example, “I’m Lovin’ It®” is uniquely associated with a McDonald’s advertising campaign and as such is a trademarked slogan.
An event tagline can play a significant role in distinguishing the occasion and should be both memorable and legally protected. Event slogans, if distinctive, can help identify your event to consumers and protect the specific phrasing you want associated with your brand.
Trademarking Other Brand Elements for Event Management Companies
Corporate event management companies often create comprehensive brand experiences for clients, which may include unique elements that could benefit from trademark protection. Besides the event name, logo, and tagline, additional brand assets like specialized event designs or even sponsorship materials may qualify for trademarking, depending on their distinctiveness and use in commerce. For instance, the patent-like protections that some seek for unique event elements often align better with trademark protections, particularly when those elements are used consistently in commerce. Trademark protection in these cases can prevent competitors from imitating unique aspects of your branding, which is especially relevant for high-profile corporate events and sponsorship marketing campaigns.
The Trademark Process
The video below explains how we can work together to trademark items related to your event. Contact us today to get started.
