A memorable name is one of the most valuable things a food and drink business owns. Customers remember it, recommend it and come back looking for it.

Ed Farrell wanted to make sure the name The Duck Truck was his, so he asked The Trademark Helpline to take him through the process.

Choosing the right class

Every trademark is registered for particular goods and services, sorted into numbered classes. Getting this right matters: a registration only protects the name for what it covers.

For a business serving food and drink, the natural home is Class 43. So that is where we filed, covering services for providing food and drink, and restaurant, bar and catering services.

Registering the logo

In May 2012 we filed a UK application for THE DUCK TRUCK logo. The IPO examined it and published it in June 2012. No one opposed it, and THE DUCK TRUCK was registered on 31 August 2012, about three months after filing.

From that point Ed had a registered trademark he could rely on if anyone else started trading under the same or a similar name for the same kind of services.

What Ed said

“Your service was informative, effective and you successfully navigated us through the process. Would use your services again”

Ed Farrell, The Duck Truck

Update, April 2022: renewed for another ten years

A UK trademark lasts ten years and then needs renewing, or it lapses. In April 2022 Ed came back to us, as he said he would, and we renewed THE DUCK TRUCK. The registration now runs to May 2032.

Is your food and drink brand protected?

If you run a restaurant, bar, catering business or any kind of food service under your own name, it’s worth checking the name is clear and then registering it. Start with a free trademark search, then a UK trademark registration in the right class. If your registration is coming up to ten years, see trademark renewals.

Book a free 15-minute call to talk it through.