Yes, you can trademark an image with the USPTO if its used in the branding of your product (such as a logo). Otherwise, you probably want a copyright on the image.
Trademarking an image is a tricky subject, because we have often found that what folks really are after is a copyright. As we covered in our trademarks vs copyrights article, different items get different types of legal protection.
Trademark or Copyright?
| Item | Trademark or Copyright? |
|---|---|
| Business Name | Trademark |
| Business Slogan | Trademark |
| Business Logo | Can be both |
| Books | Copyright |
| Manuscripts | Copyright |
| Screenplays | Copyright |
| Movies | Copyright |
| Paintings | Copyright |
| Photographs | Copyright |
| Poems | Copyright |
| Song Lyrics | Copyright |
| Music | Copyright |
Copyrights for Images
Once you create an image or photograph, you “own” the copyright, as long as it is both original, and fixed to a medium (so, it can’t just be an idea for an image.)
However, you need to register the image with the U.S. Copyright Office if you wish to enforce your copyright against someone else who is using your image without permission.
Registering a Copyright
You can use the Copyright.gov online portal to go through the process of registering with the U.S. Copyright Office.
Trademarks for Images
When you utilize an image in active branding, such as Nike’s famous “swoosh” logo, it is imperative that you trademark that image. Your first step in trademarking an image is to contact an attorney to attain trademark clearance. Put simply, trademark clearance is permission you obtain to register a trademark after completing a thorough trademark search.
When executed, this search will find not only exact matches of the image you wish to trademark, but images bearing too close a resemblance. If such an image is found, your image will not be eligible for trademark as it could potentially lead to confusion among consumers. If your image receives clearance, it would behoove you to work with an attorney, who will communicate with the USPTO during the trademarking process.
