Skip to content

Can I Register My Initials as a Trade Mark in New Zealand? 

Table of Contents

Trade mark registration is essential for your business as it provides legal protection for your brand. Registered trade marks can take many forms, including logos, slogans and sounds. You also may register a trade mark for your initials. However, before you register your initials as a trade mark, you need to consider several factors. This article will discuss everything you need to know about registering your initials as a trade mark.

What is a Trade Mark?

A trade mark is a distinctive sign or symbol that identifies and distinguishes the products or services of one company from those of another. Among other forms, a trade mark may be a:

  • word;
  • logo;
  • slogan; or 
  • sound.

Registering your trade mark prevents your competitors from using your intellectual property. As such, registering your trade mark is crucial to protect your brand’s reputation and integrity. A trade mark registration can ensure that your consumers can trust the quality and consistency of your products or services. Trademarking your products or services also prevents your customers confusing you with different brands in the market. 

Why Should I Register My Initials as a Trade Mark? 

Initials are a shorthand way of referring to a person or company. In many cases, initials may even be synonymous with a company itself. For example, IBM is a common, shorthand way of referring to the International Business Machines Corporation. 

The ease of writing and referring to initials makes them handy for marketing materials. For this reason, initials are often used as part of a logo or visual trade mark.

Continue reading this article below the form
Need legal advice?
Call 0800 005 570 for urgent assistance.
Otherwise, complete this form and we will contact you within one business day.

Can I Register My Initials as a Trade Mark in New Zealand? 

Yes, you can register your initials as a trade mark in New Zealand. However, you should consider numerous factors before you submit an application. These factors are discussed below. 

1. Distinctiveness 

Your initials must be distinctive to be eligible for trade mark protection. This means your initials must be unique and not overly similar to existing trade marks. Likewise, your initials must not be similar to commonly used abbreviations regarding the specified goods and services your business sells. If your initials are too similar to another trade mark, you may find it difficult to obtain trade mark protection. Additionally, if your initials are commonly used as an abbreviation you may not be able to register them as a trade mark. You may find it difficult to demonstrate that your initials are distinct enough to warrant protection.

Due to the common nature of initials, you may find it challenging to meet the distinctive requirements when you attempt to register them. As such, you may incorporate your initials into a highly stylised logo. If you took this course of action, it is more likely that your trade mark application would be successful.

Further, trade marks cannot be overly general. Trade marks cannot describe the goods or services they represent. Likewise, you cannot trade mark commonly used words or phrases related to their purpose. To this end, you cannot register as trade marks acronyms or letters used in connection with your business’s products.


If the initials you wish to register are commonly used in your industry, you may not satisfy the trade mark registration requirements. You also cannot register common names as a trade mark. Others in your industry likely have the same name. If the Intellectual Property Office of New Zealand (IPONZ) approved your trade mark, your competitors likely would not be able to conduct business.

2. Usage or Intent of Usage

To be eligible for trade mark protection in New Zealand, your initials must be in use in commerce. This means that your initials must be used in connection with the sale of goods or services. However, if your initials are not used in commerce, you may still be able to obtain this protection. That being said, you must then demonstrate you have a genuine intent to use the initials in commerce. 

3. Registration 

To obtain trade mark protection for your initials in New Zealand, you must register your trade mark. You need to register your trade mark with the IPONZ. The registration process involves submitting an application. Your application must include a description of the goods or services associated with the trade mark. 

The registration process can take several months. It is essential that you ensure your trade mark application is complete and accurate. You may consider working with a trade mark lawyer to improve your chances of your application being approved.

4. Enforcement


Once your initials are trademarked, you are responsible for enforcing your trade mark rights. This means you are responsible for taking legal action against anyone who uses your trade mark without permission. Enforcing your trade mark rights can be challenging. As such, you should ensure you are well-equipped to enforce your trade mark rights. You should do this before you register a trade mark. A trade mark lawyer can help you navigate New Zealand’s legal system and protect your rights. 

Front page of publication
Trade Mark Essentials in New Zealand

Our free Trade Mark Essentials in New Zealand guide explains how to register and defend your trade mark registration.

Download Now

Key Takeaways

Initials are often used as a shorthand way of referring to a person or company. In many cases, initials may even be synonymous with a company itself. As such, you may find registering a trade mark for your initials to be helpful. Some key factors you should consider before you apply to trade mark your initials include whether:

  • your initials meet the distinctiveness requirement; 
  • your initials are already in use or proposed to be used; 
  • your initials will meet the registration requirements; and
  • you understand how to enforce your trade mark rights.

If you need assistance registering a trade mark for your initials, contact our experienced trade mark lawyers as part of our LegalVision membership. For a low monthly fee, you will have unlimited access to lawyers to answer your questions and draft and review your documents. Call us today on 0800 005 570 or visit our membership page

Register for our free webinars

Understanding Your Business’ New Employment Law Obligations

Online
Understand the upcoming law changes and their implications for your business. Register for our free webinar today.
Register Now
See more webinars >

We’re an award-winning law firm

  • Award

    2022 Law Firm of the Year - Australasian Law Awards

  • Award

    2021 Law Firm of the Year - Australasian Law Awards

  • Award

    2021 Fastest Growing Law Firm in APAC - Financial Times

  • Award

    2020 Excellence in Technology & Innovation Finalist - Australasian Law Awards

  • Award

    2020 Employer of Choice Winner - Australasian Lawyer