Revamp and Protect: When to Refile Your Trademark After a Rebrand

Revamp and Protect: When to Refile Your Trademark After a Rebrand

As businesses evolve, their brands often undergo transformations, including updates to logos and other trademarked elements. While rebranding can refresh the image of a business, it also raises important legal questions about the protection of intellectual property. A common query that surfaces is: When should a company that has rebranded refile a trademark application for an updated logo?

Understanding the Need for Refiling a Trademark

Trademarks are essential assets for any business. They distinguish your goods and services from those of your competitors, providing legal protection against infringement and misuse. When a company changes its logo or other branded elements, this does not automatically necessitate a new trademark application. However, certain changes in the design might require re-evaluation of the existing trademark protections.

When to Refile a Trademark Application

Significant Changes in Design: If the updated logo or brand elements are substantially different from the original, it may no longer be protected under the existing trademark. Significant changes might include alterations in design, colour, and visual style that change the overall impression of the mark. In such cases, the new logo should be treated as a new trademark, requiring a fresh application to ensure protection.

Legal Strategy and Brand Identity: Sometimes, even if the changes are not substantial, re-filing a trademark application can be a strategic move. It can help maintain a contemporary image and strengthen the legal position of the company, ensuring that all variations of the logo are protected under trademark law.

Sector and Market Expansion: If your rebranding is part of a strategy to enter new markets or sectors, consider whether your current trademark registrations cover these new areas. Different jurisdictions may have varying requirements and protections, and a new trademark application could be necessary to secure your expanded footprint.

When Not to Refile

Minor Alterations: If the updates to your logo are minor and do not significantly alter its original impression, the existing trademark may still offer sufficient protection. Minor changes might include slight modifications in font or colour shade that do not change the overall character of the logo.

Existing Broad Coverage: Some trademarks are originally filed with broad enough coverage to include minor stylistic variations. In these cases, re-filing might not be necessary, as the original trademark registration provides adequate protection.


Rebranding involves numerous considerations, not the least of which is the protection of your new identity. Deciding whether to refile a trademark application should be based on a comprehensive analysis of the changes made and their impact on your brand’s identity and legal standing. Consulting with our trademark lawyers can provide valuable insights tailored to your specific situation and ensure that your intellectual property remains secure in a competitive business environment.

For further information or to schedule a consultation, contact Tyrone Walker at [email protected]. We are here to help guide you through the complexities of trademark law and ensure that your rebranding efforts are successful and secure.