--- title: "8 Tips for trademarking a phrase | Trademarks Online Australia | Trademarks Online" canonical_url: "https://www.trademarksonline.com.au/blog/8-tips-for-trademarking-a-phrase-or-slogan" last_updated: "2026-07-13T05:08:59.761Z" meta: description: "Learn about 8 tips for trademarking a phrase — expert trademark advice and guidance from Trademarks Online, Australia's leading self-service trademark registration platform." "og:description": "Learn about 8 tips for trademarking a phrase — expert trademark advice and guidance from Trademarks Online, Australia's leading self-service trademark registration platform." "og:title": "8 Tips for trademarking a phrase | Trademarks Online Australia" "twitter:description": "Learn about 8 tips for trademarking a phrase — expert trademark advice from Trademarks Online Australia." "twitter:title": "8 Tips for trademarking a phrase | Trademarks Online Australia" --- ![Represent the banner of the website](https://www.trademarksonline.com.au/_ipx/q_90&s_1101x288/images/blank-banner-md-logo-2x.png)15 November 2021·Trademarks Online ## 8 Tips for trademarking a phrase --- A slogan or tagline is a striking or memorable phrase used in advertising. An effective slogan has the ‘firepower’ to make consumers stop and think... and ever after recall your brand when they see or hear the phrase. A slogan can play a key role in building your company’s reputation and identity – but if poorly thought out, a slogan can send the wrong message, dilute your brand and even drive customers away. In today’s media-saturated marketplace, it’s vital to create a slogan that cuts through the noise and sets your business apart from the competition. It doesn’t have to be complex. In fact, a simple phrase is often better as long as it’s memorable. ## Think distinctive when you want to trademark a phrase The global computer company, Apple’s slogan is “_Think different_.” If you want to register a trademark for your slogan, our advice is “Say it different.” Distinctiveness and originality is also what gives your slogan its legal punch - and helps it qualify for trademark registration!The more unconventional your slogan is in the context in which it is used, the more likely it is to be considered distinctive and the more likely you can protect it as a trademark. For example, “_Fast and effective relief from headaches_” is unlikely to be distinctive if it is used by a company selling pain medication. But the same phrase might well be distinctive if used by an accounting firm because the message, in that context, is not literal!In the UK, a [small business owner used an original slogan](https://www.trademarkplanet.com/learn/why-trademarks-are-important/), “_A superhero has my back_” firstly to distinguish her clothing brand from others, but also to protect her brand! Having a trademark registration for the slogan empowered her to quickly take action when a corporate retailer put that phrase on their own range of clothing. ## 8 creative ideas for trademarking a phrase that’s unique Here’s some tips and trademark slogan examples used by well known brand owners to help you create your own original and memorable phrase: ## 1. Come up with a metaphoric tagline GIVES YOU WINGS (Red Bull) LIVE HAPPILY EVER ACTIVE (Virgin Active Australia)![Red Bull GIVES YOU WINGS slogan trademark example](https://www.trademarksonline.com.au/_ipx/q_80&s_470x261/images/blog/red-bull-(1).jpeg) ## 2. Include original, fanciful or made-up words IT’S FINGERLICKIN’ GOOD (KFC) THEY’RE GR-R-REAT! (Kellogg Frosties)![KFC IT'S FINGERLICKIN' GOOD slogan trademark example](https://www.trademarksonline.com.au/_ipx/q_80&s_474x260/images/blog/KFC-(1).jpeg) ## 3. Choose unconventional grammar or spelling THINK DIFFERENT (Apple)BEANZ MEANZ HEINZ (Heinz)![Heinz BEANZ MEANZ HEINZ slogan trademark example](https://www.trademarksonline.com.au/_ipx/q_80&s_470x260/images/blog/heinz-(1).jpeg) ## 4. Make a clever play on words LIQUID ENGINEERING (BP)EVERY CAMEL TELLS A STORY (Camel)![Castrol LIQUID ENGINEERING slogan trademark example](https://www.trademarksonline.com.au/_ipx/q_80&s_470x217/images/blog/castrol-(1).jpeg) ## 5. Put a new spin on a well-known saying LORD OF THE WINGS (for fast food)FROM THOUGHT TO FINISH (Ernst & Young)![Lord of the Wings logo trademark incorporating a slogan](https://www.trademarksonline.com.au/_ipx/q_80&s_470x260/images/blog/Lord-of-the-wings-TMO.png) ## 6. Make it amusing, unusual or thought-provoking LET YOUR FINGERS DO THE WALKING (Yellow Pages)MORE EXPERIENCE THAN OUR NAME SUGGESTS (Virgin Atlantic)![Yellow Pages LET YOUR FINGERS DO THE WALKING slogan trademark example](https://www.trademarksonline.com.au/_ipx/q_80&s_470x260/images/blog/let-fingers-do-walking-slogan-(1).jpeg) ## 7. Include your registered trademark in your slogan This is likely to make the phrase distinctive and registrable. - CADBURY PRESENTS MARVELLOUS CREAT!ONS - VISA. IT'S EVERYWHERE YOU WANT TO BE.![Visa IT'S EVERYWHERE YOU WANT TO BE slogan trademark example](https://www.trademarksonline.com.au/_ipx/q_80&s_470x260/images/blog/visa-everywhere.jpeg) ## 8. Use your slogan as part of a stylised logo Meeting the above-mentioned criteria to trademark a phrase can be challenging. If your words are unlikely to qualify as a trademark on their own, to make sure you get a level of protection for your slogan, you could apply for a logo trademark. - Here are examples of companies who have registered trademarks for logos that incorporate their slogans.![Gillette logo trademark incorporating a slogan](https://www.trademarksonline.com.au/_ipx/q_80&s_470x260/images/blog/Gillette-(1).jpeg)![Australian trademark registration record for a logo incorporating a slogan](https://www.trademarksonline.com.au/_ipx/q_80&s_470x260/images/blog/T20131573.MEDIUM.png) Whatever you do, find a way to get some registered trademark protection for your slogan or phrase. A tagline can be a critical part of your strategy to distinguish your brand in a crowded marketplace - and a registered trademark gives you robust, countrywide protection for your brand. --- [APPLY NOW](https://applynow.trademarksonline.com.au/au/application)