The name or mark of a business, product, label, logo, or form of advertisement are some examples of items that may be registered with the Department of Financial Institutions. Trademark registration is not required but is a good way to notify the public of the use of a certain name or mark. The filing fee is $15, and the registration expires after 10 years if not renewed. A trademark may be renewed up to six months before the 10-year registration period expires. While a registration is active, it may be “assigned” by the current registrant to another party.

“Mark" means a label, trademark, trade name, term, design, pattern, model, device, shopmark, drawing, specification, designation or form of advertisement that is adopted or used by any person to designate, make known or distinguish any goods or service as having been made, prepared or provided by that person and that is registered by that person under Wis. Stat. section. 132.01.