TM vs R: What the ™ and ® Trademark Symbols Mean for UK Startups
Updated: Oct 26
You've seen TM (™) on some logos and R (®) on others, and you're wondering which one you can use. The short answer: anyone can use the TM symbol to claim a name or logo as theirs, but you can only use the R symbol once your trademark is registered. In the UK, using ® on an unregistered mark is a criminal offence.If you're naming a new SaaS product or launching a startup brand, getting this right early saves a costly rebrand later. Here's what each symbol means, when to use it, and how to protect your brand properly.
TM vs R at a glance
TM (™) — trademark | R (®) — registered trademark | |
What it means | You're claiming the name or logo as your brand | The mark is registered with the UK Intellectual Property Office |
Who can use it | Anyone | Only the owner of a registered mark |
Registration needed? | No | Yes |
Legal protection | Limited — relies on proving prior use | Exclusive rights to the mark for the goods and services it's registered for |
Use while your application is pending? | Yes | No — wait until it's registered |
What is a Logo Trademark?
A trademark is a symbol, word, phrase, or logo that distinguishes your products or services from those of your competitors. Think of it as your brand's unique signature in the market. From a branding perspective, a trademark is the visual embodiment of your business, capturing its essence in a single mark.
You may have seen some businesses use TM and some use ®, what is the difference between these 2 symbols?
Essentially, TM signifies an unregistered trademark and ® signifies a registered trademark.
The ® symbol can only be used when an entity has legally registered the trademark.
Can I use the R symbol (®) if my trademark isn't registered?
No. Under section 95 of the Trade Marks Act 1994, it's a criminal offence to falsely represent a trademark as registered in the UK. That includes putting ® next to a name or logo that isn't registered, or that's still going through the application process.Use ™ until your registration is confirmed. Once you have your registration certificate, you can switch to ®.
How does a UK based business register a trademark?
In the UK a business can officially register their trademark with the The Intellectual Property Office (IPO), which is the official UK government body responsible for intellectual property (IP) rights. The process involves submitting an application, paying fees, and meeting specific criteria. Find out more here.
Your trade mark can include:
words
sounds
logos
colours
a combination of any of these
Trademarking a SaaS product name: which classes do you need?
Trademarks are registered in classes, which cover different types of goods and services. For most SaaS companies, two classes matter:Class 9 — downloadable software and appsClass 42 — software as a service (SaaS), platforms and software developmentRegistering in the wrong class, or only one of the two, can leave gaps a competitor could use. Registering a UK trademark costs at least £205, with the cost rising for each extra class you add. It usually takes around 3 to 4 months from application to registration.Before you file, search the IPO's trademark database for similar names in your classes. It's far easier to adjust a name before launch than after.
Why would a business want to use TM instead of R?
Using TM on a logo in the UK signifies that the business is asserting common-law trademark rights to that logo. It serves as notice to others that the logo is being used as a source identifier for their products, even if it's not yet registered.
Registering logo trademarks can become quite costly when you have a company brand and multiple product brands to consider – so this could be an option to protect your subsequence brands.
Although TM doesn't provide the same level of legal protection as the registered trademark symbol ®, it does establish certain rights and can be used as evidence of prior use if a legal dispute arises. This can be valuable in enforcing trademark rights later on.
What is the trademark registration process like?
While registering a trademark might sound like a complex process, it's actually very straight forward. Here's the steps you can expect in 2026:
Trademark Search: Start by conducting a comprehensive trademark search to ensure that your chosen mark and words are unique and not already registered by another entity. This step helps you avoid potential legal conflicts and brand confusion.
Submit an Application: Prepare and submit a trademark application to the IPO. Be prepared to provide a clear representation of your mark, specify the goods or services it will cover, and pay the necessary fee to submit your application. There are payment options, so you can chose to pay the full amount, or pay a smaller amount to start the application and get payment protection if your application is denied. If you chose the latter option, the overall amount you pay is slightly more. Fees start at £205 and rise with each additional class.
Examination: The trademark office will examine your application to ensure it meets all legal requirements. If there are any issues, you may need to make revisions or provide additional documentation.
Publication: Once your application is approved, it will be published in the official trademark journal. This gives other parties an opportunity to oppose the registration if they believe it infringes on their rights.
Registration: If no oppositions are filed or if they are resolved in your favour, your trademark will be registered. You will receive a certificate of registration, a powerful legal document. This usually takes 3 to 4 months from application.
Maintenance: To maintain your registered trademark, you must use it continuously in connection with the specified goods or services and renew it every 10 years.
3 benefits of trademarking your brand
Identity and Recognition: A well-crafted trademark is the cornerstone of your brand's identity. It's the face that customers recognise and trust. When consumers see your trademark, it should instantly evoke positive emotions and associations. For SMEs, this recognition can be a game-changer, helping you stand out in a crowded marketplace.
Protection: Trademarks are not just about identity; they're also about protection. By registering your trademark, you gain legal rights to use it exclusively in connection with your products or services. This means that no one else can use a similar mark in a way that might confuse customers. In the cutthroat world of business, this protection is priceless.
Trust and Consistency: In the eyes of consumers, trust is often synonymous with consistency. A strong trademark signifies that your brand is reliable and consistent in delivering quality products. This is particularly vital for product-based businesses where quality and reliability are paramount.
How to type the R (®) and TM (™) symbols
Where | ® | ™ |
Mac | Option + R | Option + 2 |
Windows | Alt + 0174 (number pad) | Alt + 0153 (number pad) |
Microsoft Word | Type (r) | Type (tm) |
Google Docs | Insert → Special characters → search "registered" | Insert → Special characters → search "trade mark" |
iPhone | Set up a text replacement: Settings → General → Keyboard → Text Replacement | Same, e.g. "tmm" → ™ |
Website (HTML) | ® | ™ |
Where should the trademark symbol go on a logo?
Place the symbol at the top right of the name or logo mark, set small and in superscript so it doesn't compete with the design. It needs to be legible, but it shouldn't draw the eye.You don't need it on every mention. On a website or in a document, using it on the logo and the first or most prominent mention of the name is enough.When we design logos for clients, we build a version with the symbol and one without, so the brand stays clean in places where it isn't needed, like favicons and social avatars.
Conclusion
Logo trademarks are not just legal formalities; they are strategic tools that shape how customers perceive your brand. From instant recognition to legal protection and international expansion, trademarks and registered trademarks are indispensable assets in the SaaS business landscape. As a startup branding agency dedicated to helping SaaS founders to build a brand that attracts more buyers and investors, we recognise that logo trademarks are more than legal necessities; they are your brand's shield. So, if you're naming a product or building a new brand identity, we can help you get it right from the start.
This article is general guidance, not legal advice. For advice on your specific trademark, speak to a registered trademark lawyer.
Frequently asked questions
What does the R in a circle mean?
It means the trademark is registered. In the UK, only the owner of a registered trademark can use it.
Is a ™ trademark legally protected?
Partly. ™ shows you're claiming the mark, and prior use can help in a dispute, but it doesn't give you the exclusive rights a registered trademark does.
Can I use ® while my application is being processed?
No. Use ™ until the registration is confirmed.
How long does a UK trademark last?
Ten years, and you can renew it every 10 years after that.
Do I need a lawyer to register a trademark?
No, you can apply directly with the IPO. A trademark lawyer is worth considering if your name is close to an existing mark or you're registering in several countries.
About the Author
Gemma Johnson is a Brand Strategist, Designer and Founder at Emotion Brands, a startup branding agency helping B2B SaaS founders build brands with clarity and credibility. With 24 years in creative roles and brand strategy woven in over the last six, she created Startup Branding Packages, to give early-stage teams an identity that doesn't just look good, but is more commercially attractive to buyers and investors.
Connect with Gemma on LinkedIn or get in touch.
To explore case studies, visit emotionbrands.co.uk/brand-stories
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