If you run a business in the European Union, protecting your brand is one of the smartest moves you can make. A great way to do this is by registering a trademark. A trademark helps make sure that no one else can legally copy your name, logo, or slogan. In this easy guide, you’ll learn what a trademark is, how to register one, and how to save money using the SME Fund 2025. Let’s get started! 

What is a Trademark?

A trademark is a unique sign that shows a product or service belongs to your business. It can be a name, logo, or even a catchy phrase. When you register it, you get exclusive rights to use it, and others can’t use something similar without your permission.

Example of SimplBooks logo - it’s figurative mark belonging to accounting software company from Tallinn.

There are two popular types of trademarks. First is the figurative trademark, which is basically a logo or picture. This can include symbols, colors, icons, or artistic text. Think of the Apple logo — it’s a strong visual symbol that represents the brand. Second is the wordmark, which is simply a written name or word without any design or color. For example, if you register the name “EcoClean” in standard letters, that would be a wordmark.

Example of a figurative mark belonging to Comistar - consulting company from Tallinn, Estonia

Create a Logo or Choose a Slogan

Before you register anything, you need to come up with what you want to protect. Maybe you already have a cool business name or a professional-looking logo. Some businesses also use a short slogan to make their brand more memorable — something like “Fresh Ideas Daily”. Make sure that what you create is original and doesn’t copy someone else. You can even search on the EUIPO website to see if your idea is already taken. A good logo or name makes your trademark application much stronger!

How to Register a Trademark in the EU

Once you have your name or logo ready, it’s time to register it officially. In the EU, you register trademarks through the EUIPO — that’s the European Union Intellectual Property Office. When you register your trademark there, it’s protected in all 27 EU countries. Pretty powerful, right? 

To start, just go to the EUIPO website and click on “Apply for a Trademark.” You’ll fill out a form with your details, upload your logo or name, describe what kind of products or services it applies to, and then pay the registration fee. In 2025, the cost is €850 for the first class of goods or services. If you want to cover a second class, it’s an extra €50. For every class after that, the cost goes up by €150. You can complete everything online, and it usually only takes a few days to get things moving. 

Save Money with SME Fund 2025

Now for the good part — you can get money back! The SME Fund 2025 is a special grant program designed to help small and medium-sized businesses in the EU protect their intellectual property. If you qualify, you can get up to 75% of your trademark costs refunded. That’s a big discount, especially if you’re just starting out! 

To apply, first make sure your business is registered in an EU country. Then, visit the SME Fund page on the EUIPO website and submit an application for a voucher. Once your voucher is approved, you can use it to register your trademark. After you pay the fees, you’ll send proof to EUIPO and they’ll refund part of your costs — simple as that! 

Real Example – Pawel’s Story from Estonia

Let’s look at a real-life example to see how this works. Pawel Krok is a young entrepreneur from Estonia who started a small consulting company. After forming his company and opening a business bank account, he wanted to make sure his new logo was protected. He applied for the SME Fund 2025 and quickly got a voucher. With that voucher in hand, Pawel went to the EUIPO website and registered his logo as a figurative trademark. 

Thanks to the SME Fund, Stefan saved 75% of the total registration cost. Now his logo is legally protected across the whole EU, and he kept more money in his business account. That’s smart business thinking! 

Final Thoughts

Registering a trademark might sound complicated, but it’s actually a clear and simple process. You just need a unique name or logo, an internet connection, and a bit of time. Thanks to the SME Fund 2025, it’s also more affordable than ever.

So go ahead — protect your brand, show off your creativity, and build something that’s truly yours. Whether it’s a cool name, a creative logo, or a powerful slogan, a trademark can be one of the best investments in your business future.

Ready to get started? Visit euipo.europa.eu and take the first step today!