How do I register a mark in Michigan? You must determine if your mark will be a standard character mark, a design mark or a sound mark.A common law trademark only shields a mark in the specific area where the owner conducts business. Trademark laws protect specific words, phrases, domain names, slogans, logos and other symbols used to distinguish between different brands on the market. If your business has both a brand name and a logo, you are not required to register them with the United States Patent and Trademark Office. Unique logos can be trademarked when they are registered with the USPTO.