Why “Ornamental Use” Can Keep You from Getting a Trademark
Printing a phrase or design on a shirt does not automatically make it trademarkable. The USPTO often rejects “ornamental use” applications where a slogan or image is decorative rather than a brand identifier. Learn what ornamental use means, how it can lead to a trademark refusal, and how to position your mark for successful trademark registration.
If you have ever had a great idea for a catchy phrase, fun graphic, or clever design and thought, “I should put that on a T-shirt and trademark it,” you are not alone. Many people assume that if they print something on clothing, it is automatically “their trademark.”
The problem is that the United States Patent and Trademark Office (USPTO) does not see it that way. Many trademark applications are rejected because the design or phrase is considered “decorative or ornamental use" rather than a true brand identifier.
Here is what that means and how you can set yourself up for success.
What “Ornamental Use” Means in Trademark Law
When you apply for a trademark, the USPTO is not only looking at your idea. They are also looking at how you are using it in connection with your goods or services.
If your phrase, image, or logo is used simply as decoration, the USPTO considers that ornamental use.
Examples include:
A big phrase printed across the front of a sweatshirt
A bold graphic covering the front of a tote bag
A funny slogan printed in large letters on a baseball cap
In each of these cases, the design is the decoration. It might be eye-catching, clever, or unique, but it is not necessarily functioning as a trademark.
A trademark’s job is to tell customers where the product came from. If the USPTO believes customers will see your phrase or design only as part of the style of the shirt or hat, and not as the name of the company that made it, they may refuse registration.
An Everyday Example
Think about Nike. When you see the swoosh logo on the breast of a T-shirt or on the tag inside the collar, you know exactly who made it. That is trademark use.
Now imagine a shirt that says “JUST DO IT” in giant letters across the front. Nike can make that work because the slogan is already strongly connected to their brand. As a new business, if you tried to trademark “WORK HARD PLAY HARD” in the same large, decorative way, the USPTO would probably see it as a catchy saying rather than a brand name.
Why the USPTO Cares About This
Trademarks are meant to protect source identifiers. This is how consumers tell the difference between brands. If the USPTO approved every slogan or graphic on a T-shirt as a trademark, clothing companies would constantly run into conflicts, and no one could use common sayings. That is why they draw a line between:
Brand use: The mark appears in a consistent, brand-identifying spot such as a tag, label, packaging, or a small chest logo.
Ornamental use: The mark is printed large and prominently as the main design.
How to Make Sure Your Mark Counts as Trademark Use
If you want to trademark your phrase or design for clothing, the key is to use it like a brand name, not just as decoration. Here are some ways to do that:
Put it on your tags and labels Whether it is a sewn-in tag, a hangtag, or product packaging, having your mark in these places signals to customers that this is your brand and not just the art on the front.
Use it in a logo position Small and consistent placements, like the left chest area or a sleeve, can function more like a brand identifier than a large front graphic.
Use it in ways beyond decoration Display the mark on your website store pages and in product descriptions as the name of your clothing line.
Be consistent The more consistently you use your mark in these brand-focused ways, the stronger your trademark rights will be.
Can You Still Put it Front and Center?
Yes. You just need to make sure that it is not the only place you are using it. You can have your catchy phrase or graphic as the main design on your shirt and still use it on your tags, packaging, or other brand identifiers.
Think of the big, bold design as the shirt's personality and the smaller, strategic placement as the maker's “signature.”
The Bottom Line
If you have a phrase, image, or logo you love, do not assume that printing it on clothing automatically makes it trademarkable. The USPTO is looking for brand use, not just decoration.
By placing your mark in brand-identifying spots such as tags, packaging, or small logo placements, you can improve your chances of securing federal trademark protection.
If your primary goal is to protect a design that you intend to print on clothing rather than establish a brand source identifier, then you may want to consider pursuing a copyright registration instead of filing for a trademark.
If you are unsure how your design might be viewed, Trademark Engine can help. Our knowledgeable staff can provide information on ornamental and brand use, and every trademark application is attorney-reviewed, so you can file with confidence. Knowing these requirements before submitting your application can save you time and money and help you deal with the frustration of an unexpected rejection.
Sources:
USPTO. "About Us"
USPTO. "Ornamental Refusal and How to Overcome this Refusal"
USPTO. "Specimens"
Trademarket Blog
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