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Does how I write my brand name matter when registering a trademark?

Senior Trademark Attorney

For a wordmark, capitalization and spacing have minimal effect on registrability. The examiner assesses the distinctiveness of the words themselves; stylistic choices in how the text is written do not meaningfully change that assessment.

The one exception is where the specific styling creates a secondary meaning or pun that would not be apparent from the words alone. These cases are rare. As a practical matter, file the application using the name as you actually use it in commerce.

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