How to Search for Trademarks

Searching trademark databases is a critical skill that can save you thousands in rebranding costs and legal fees. This chapter provides step-by-step guidance on using major trademark databases, mastering search techniques, and interpreting results to make informed filing decisions.

Search Strategy Overview

Effective trademark searching follows a systematic progression from exact matches to broader similarity checks. This layered approach helps you identify conflicts efficiently while ensuring comprehensive coverage.

The Four-Stage Search Strategy:

1. Exact matches - Identical marks in identical classes
2. Fuzzy matches - Variations, typos, and alternate spellings
3. Phonetic matches - Sound-alike marks that may confuse consumers
4. Visual matches - Similar-looking logos and design elements

USPTO TESS (Trademark Electronic Search System)

The USPTO's Trademark Electronic Search System (TESS) is the primary database for searching US federal trademark applications and registrations. It contains over 10 million records dating back to the 1870s.

Accessing TESS

Navigate to the USPTO Trademark Search page and select your search type:

• Basic Search - Simple text box for straightforward queries
• Structured Form Search - Field-specific searching with dropdown menus
• Expert Search - Advanced boolean operators and field codes

For most searches, the Structured Form Search provides the best balance of power and usability.

TESS Field Codes

Field codes let you search specific parts of trademark records. Understanding these codes is essential for effective searching.

Basic Search Techniques

Exact Match Search:

CM:cloudforge

Finds marks containing the exact term "cloudforge" in any position.

Wildcard Search:

CM:cloud*

The asterisk (*) matches any characters. Finds CLOUD, CLOUDS, CLOUDFORGE, CLOUDBASE, etc.

Boolean Operators:

CM:cloud AND IC:009

Finds marks containing "cloud" in Class 9 (software/hardware).

CM:cloud OR CM:kloud

Finds marks containing either spelling.

CM:cloud NOT CM:icloud

Finds "cloud" marks except those containing "icloud".

Advanced Search Techniques

Regular Expressions for Phonetic Searching:

TESS supports regular expressions for sophisticated pattern matching. This is powerful for finding phonetic variations.

CM:/.*s[iy]gn[ae].*/ 

Finds: SIGNA, SYGNA, SIGNAE, SIGNE, CYGNA, etc.

The syntax:

• .* = any characters before/after
• [iy] = either "i" or "y"
• [ae] = either "a" or "e"

Combining Multiple Criteria:

Switch to Expert mode to combine searches from your search history.

1. Search: CM:/.*cloud.*/
2. Search: IC:009
3. Search: LD:live
4. Then search: 1 AND 2 AND 3

This finds live marks in Class 9 containing "cloud" with any surrounding text.

EUIPO eSearch Plus

The European Union Intellectual Property Office provides eSearch Plus for searching EU trade marks (EUTMs) and registered Community designs.

How to Use eSearch Plus

1. Navigate to euipo.europa.eu and select "Search for Trade Marks"
2. Choose your search mode:
   • Quick Search - Simple text entry
   • Advanced Search - Multi-field searching
   • Image Search - Upload an image to find visually similar marks

Search Options

Text Search:

• Enter your mark in the search box
• Use quotes for exact phrases: "cloud forge"
• Use wildcards: cloud* or *forge

Filters:

• Status - Application filed, registered, expired, withdrawn
• Type - Word mark, figurative, 3D, sound, etc.
• Filing/Registration Date - Date ranges
• Nice Classes - Filter by one or more classes
• Basis - EUTM, international registration, conversion

Image Search:

Upload your logo and eSearch Plus uses visual recognition algorithms to find similar designs based on:

• Shape similarity
• Color composition
• Layout patterns
• Design elements

This is particularly useful for figurative marks where text searching won't help.

Fast Track Marks

eSearch Plus indicates which marks used the Fast Track process (4-month registration using Harmonised Database terms). This information helps you understand whether goods/services descriptions were pre-approved.

TMview: Global Multi-Office Search

TMview is one of the most powerful free trademark search tools available, providing access to over 80 million trademarks from 64+ trademark offices worldwide.

Coverage

How to Use TMview

Basic Search:

1. Enter your mark in the search box
2. Select offices to search (or leave blank to search all)
3. Filter by:
   • Trade mark status (applied, registered, expired)
   • Trade mark type (word, figurative, 3D, sound)
   • Nice classes
   • Filing date range

Advanced Features:

Multi-Office Searching: Select multiple jurisdictions to search simultaneously. This is invaluable for international brands that need to check availability across markets.

Example: Search for "CLOUDFORGE" across USPTO, EUIPO, UKIPO, and CIPO (Canada) in one query.

Image Search: Upload a logo to find visually similar marks across all 64+ offices. The algorithm analyzes:

• Geometric shapes
• Color schemes
• Spatial arrangement
• Dominant visual elements

Phonetic Search: TMview includes phonetic algorithms for some offices, helping you find sound-alike marks even with different spellings.

WIPO Global Brand Database

The World Intellectual Property Organization maintains the Global Brand Database, which includes:

• International registrations - Madrid Protocol marks designating multiple countries
• National marks - Direct filings from participating offices
• Emblems - Protected emblems under Article 6ter of the Paris Convention
• Appellations of origin - Geographic indications

Key Features

Comprehensive International Coverage: The database contains over 55 million records from:

• Madrid System international registrations
• National trademark offices (50+ countries)
• WIPO-administered treaties

Search Capabilities:

• Brand name search - Text-based searching
• Image search - Upload logo for visual matching
• Vienna Code search - Standardized design element codes
• Owner search - Find all marks owned by a specific entity

Madrid Protocol Integration: When you search for an international registration number, you can see:

• All designated countries
• Status in each jurisdiction
• Refusals and office actions by country
• Renewal dates and fee schedules

This is critical for monitoring Madrid Protocol applications, which are examined independently by each designated country.

Advanced Search Techniques

Design Code Searching

For marks containing logos or design elements, use design search codes to find visually similar marks.

USPTO Design Search Code Manual:

Design codes are six-digit numbers formatted as: Category.Division.Section

Examples:

How to Search:

1. Identify prominent design elements in your logo
2. Look up codes in the Design Search Code Manual
3. Search using the DC field code: DC:030105
4. Combine codes if needed: DC:030105 AND DC:260101 (birds + circles)

EUIPO Vienna Codes:

The EUIPO uses Vienna Classification codes (similar concept, different numbering system). These are internationally standardized design element codes.

Example: 260118 = One circle or ellipse

Filtering Results

Effective filtering helps you focus on the most relevant conflicts.

Filter by Status:

Filter by Class:

Don't over-narrow by class too early. Related classes may contain conflicting marks:

• Class 9 (software downloads) conflicts with Class 42 (SaaS)
• Class 25 (clothing) conflicts with Class 35 (retail clothing stores)
• Class 29 (meat products) conflicts with Class 43 (restaurant services)

Use coordinated classes to see related goods/services. The USPTO maintains a coordinated class list showing which classes frequently appear together in likelihood of confusion refusals.

Filter by Date:

Priority date matters. Marks filed before yours have superior rights. Focus on:

• Marks with filing dates before your intended filing date
• Marks with priority claims that predate your plans

Filter by Owner:

Useful when:

• Checking for conflicts with your own portfolio (avoid self-conflicts)
• Researching a specific competitor's trademark holdings
• Identifying trademark squatters or serial filers

Expanding Your Search

Never rely on a single exact-match search. Conflicts often hide in variations you didn't anticipate.

Variations to Search

Phonetic Search Strategy

Consumers don't see trademarks—they hear them spoken aloud in conversations, ads, and recommendations. Phonetically similar marks can cause confusion even with different spellings.

Techniques:

1. Say it out loud - How else could this sound be spelled?

2. Common sound substitutions:

   • C/K/Q (CLOUD, KLOUD)
   • S/C/Z (SIGNA, CYGNA, ZYGNA)
   • F/PH (FORGE, PHORGE)
   • I/Y/E (BITE, BYTE, BEIT)
   • Vowel variations (LEGAL, LEEGAL, LIGAL)

3. Regional pronunciations - Consider how different English speakers might pronounce your mark

TESS Regular Expression for Phonetics:

CM:/.*[ck]loud.*/

Finds CLOUD or KLOUD with any surrounding text.

CM:/.*s[iy]gn[ae].*/

Finds SIGNA, SYGNA, SIGNE, CIGNA, CYGNA, etc.

Understanding Search Results

Search results contain critical information that helps you assess conflict risk and understand the competitive landscape.

What Search Results Display

USPTO TESS Results:

Each result shows:

• Serial/Registration Number - Unique identifier
• Mark - The text or image representation
• Status - Live, dead, or status code
• Owner - Current owner name
• Filing Date - Application filing date
• Registration Date - If registered
• Classes - Nice Classification classes covered
• Goods/Services - Description of what the mark covers

Clicking on a Result:

Takes you to TSDR (Trademark Status & Document Retrieval) showing:

• Complete prosecution history
• Office actions and responses
• Specimens submitted
• Assignments (ownership changes)
• Maintenance filings
• Current status and deadlines

Interpreting Status Codes

Important: Even dead marks can matter. If the owner still uses the mark in commerce, they may have common law rights that could block your registration or lead to infringement claims.

Reading TSDR Records

Key Information to Note:

1. Dates:

   • Filing date (priority)
   • Registration date (enforceability)
   • Section 8/15 filing date (incontestability if 5+ years)

2. Goods/Services:

   • Are they related to yours?
   • How broad is the description?
   • Which classes?

3. Use Information:

   • Specimens show actual use
   • Dates of first use
   • Channels of trade (websites, packaging, ads)

4. Prosecution History:

   • Prior refusals overcome?
   • Disclaimers made?
   • Amendments to goods/services?

5. Ownership:

   • Who owns it?
   • Recent assignments?
   • Part of a large portfolio (aggressive enforcer)?

Common Search Mistakes

Avoiding these mistakes can mean the difference between a comprehensive search and missing a critical conflict.

The "Sounds Like" Mistake

One of the most common and costly mistakes is focusing only on visual similarity while ignoring phonetic similarity.

Example: An applicant searches for "CLOUDFORGE" (exact spelling) and finds nothing. They file their application, only to be refused for likelihood of confusion with "KLOUD FORJ" in the same class.

The examining attorney found a phonetic conflict the applicant missed because they didn't search sound-alikes.

Using APIs for Comprehensive Searching

Manual searching is time-consuming and limited by human patience. Modern APIs enable comprehensive searching at scale.

Advantages of API-Based Searching

Speed:

• Manual: Search one office at a time, potentially hours per mark
• API: Search 100+ offices simultaneously in seconds

Completeness:

• Manual: Limited by result display caps (TESS shows max 500 results)
• API: Programmatic access to full datasets

Automation:

• Manual: Repeat searches as new marks are filed
• API: Set up automated monitoring with instant alerts

Consistency:

• Manual: Human error, missed variations
• API: Systematic checking of all variations, phonetics, classes

What API-Based Search Tools Offer

Modern trademark search APIs typically provide:

1. Multi-office searching - USPTO, EUIPO, WIPO, UKIPO, and 100+ other offices
2. Fuzzy matching algorithms - Automatically find spelling variations
3. Phonetic matching - Sound-alike detection (Soundex, Metaphone algorithms)
4. Visual similarity - Image comparison for logos
5. Automated monitoring - Alerts when conflicting marks are filed
6. Bulk searching - Check hundreds of potential marks at once
7. Historical data - Track trends and filing patterns

Tools like automated trademark search APIs, TMview, and professional search firms can search multiple offices in parallel, making international clearance feasible for any business.

Documenting Your Search

Thorough documentation serves multiple purposes: proving due diligence, informing filing decisions, and supporting office action responses.

What to Document

For Each Search Session:

1. Date and time - When you conducted the search
2. Databases searched - USPTO TESS, TMview, EUIPO, WIPO, etc.
3. Search queries used - Exact terms and field codes
4. Results found - Number of results and key findings
5. Conflicting marks identified - Serial numbers and owner names
6. Assessment - Your analysis of each potential conflict

For Each Potentially Conflicting Mark:

• Serial/registration number
• Owner name
• Filing and registration dates
• Goods/services covered
• Current status (live/dead)
• Screenshot of mark
• Screenshot of goods/services description
• URL to official record (TSDR, eSearch Plus)
• Your risk assessment notes

How to Document

Spreadsheet Template:

Screenshots:

Save screenshots of:

• Search results pages
• Individual trademark records
• Goods/services descriptions
• Status information
• Specimens (if available)

Name files systematically: YYYY-MM-DD_Database_Query_Result#.png

Why Documentation Matters

Legal Protection: If accused of bad faith or willful infringement, documented search efforts demonstrate good faith and due diligence.

Office Action Responses: When responding to likelihood of confusion refusals, your search documentation can support arguments about:

• Differences in goods/services
• Lack of actual confusion in marketplace
• Coexistence of similar marks

Business Decisions: Documentation helps you revisit and refine decisions as your business evolves and new conflicts emerge.

Building Your Search Workflow

Combining these techniques into a systematic workflow ensures comprehensive coverage while maintaining efficiency.

Recommended Search Workflow

Phase 1: Quick Knockout Search (30 minutes)

1. Search exact mark in USPTO TESS → CM:yourmark
2. Search exact mark in TMview (all offices)
3. Filter for live marks in your primary class
4. If exact conflicts found → Stop and reassess mark choice
5. If no exact conflicts → Proceed to Phase 2

Phase 2: Variation Search (1-2 hours)

1. Spacing variations (CLOUDFORGE, CLOUD FORGE)
2. Punctuation variations (CLOUD-FORGE, CLOUD.FORGE)
3. Plurals and possessives
4. Common abbreviations
5. Filter for live marks in related classes
6. Document all results

Phase 3: Phonetic Search (1-2 hours)

1. Identify phonetic equivalents
2. Use regular expressions for systematic checking
3. Search sound-alike terms individually
4. Check related classes
5. Document findings

Phase 4: Design Search (if applicable, 1-2 hours)

1. Identify prominent design elements
2. Look up design codes (USPTO) or Vienna codes (international)
3. Search each code individually
4. Combine codes if too many results
5. Review image results in TMview/eSearch Plus

Phase 5: International Search (1-2 hours)

1. Use TMview for key target markets
2. Search WIPO Global Brand Database for Madrid marks
3. Check major markets directly (EUIPO, UKIPO, CIPO if not in TMview)
4. Document international conflicts

Phase 6: Common Law Search (1-2 hours)

1. Google your mark + industry terms
2. Check domain registrations (WHOIS)
3. Search social media platforms
4. Check app stores (Apple App Store, Google Play)
5. Search major e-commerce platforms (Amazon, Etsy)

Total Time Investment: 5-10 hours for comprehensive search

This is a significant time investment, but it's far less costly than:

• Application fees for marks that will be refused ($250-850)
• Rebranding after receiving cease and desist ($10,000-100,000+)
• Defending opposition or cancellation proceedings ($10,000-100,000+)
• Trademark infringement litigation ($100,000-500,000+)

What's Next

You've found potentially conflicting marks in your search. Now comes the critical question: Do they actually create a likelihood of confusion that will block your registration? Chapter 7 teaches you how to analyze whether marks are confusingly similar using the DuPont factors and professional risk assessment frameworks.