Selecting New Trademarks

     The best trademarks are those that are distinctive and have no relation to the goods or services with which they are used. Examples of distinctive trademarks are made up words like "Google" or "Teflon."
     Words that are somewhat suggestive of the goods or services, or properties of the goods or services, can often be protected as trademarks, but are not as strong. Words that are merely descriptive of the goods or services cannot be protected as trademarks.
     When selecting a trademark it is best to have more than one trademark in mind. Often the first choice of a trademark is not available. It is advisable to have the availability of a new trademark investigated by a trademark attorney before spending money on promotional material that includes the new trademark.