Practice

Trademark

Protecting and Enforcing the World’s Most Recognizable Brands

Sheppard’s trademark team combines practical counseling with courtroom experience for clients as they build and protect industry-leading brands.  

We provide end-to-end trademark solutions—from clearance and filing to portfolio management, anti-counterfeiting and high-stakes litigation.

A Comprehensive Trademark Partnership

Our lawyers secure and defend rights in the United States and globally, handling oppositions, cancellations and complex enforcement in Federal Court and before the TTAB, USPTO and foreign jurisdictions.

We partner with clients through every stage of the brand lifecycle, from launching new marks and managing international portfolios to defending against infringement, false advertising, counterfeiting and unfair competition.

With strong industry understanding and experience with portfolios of marks that exceed 500 registrations on a worldwide basis, we anticipate risks and guide effective brand strategies in changing global markets. Our services cover clearance and registration for all trademark types, including trade dress, service marks and distinctive nontraditional marks like color, motion, sound and shape. We perform thorough portfolio audits, support rebranding, conduct global risk assessments and maintain ongoing monitoring to maximize asset value. 

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Areas of Focus

Brand Creation and Clearance
We guide clients through naming, brand concept development, clearance searches, and global risk assessment, ensuring new business launches are supported by robust trademark protection and strategic positioning.
Trademark Infringement, Dilution, False Advertising and Unfair Competition Disputes
We advise and litigate claims under the Lanham Act and state law, prosecuting and defending brands on disputes spanning infringement, dilution, deceptive advertising, misrepresentation and unfair business practices. Our team navigates complex disputes involving false statements, comparative advertising and competitive misappropriation to safeguard client reputation and market position.
Non-Traditional Marks
Our team specializes in registering, policing, and enforcing color, motion, sound and shape trademarks, navigating evidentiary and jurisdictional standards unique to these forms of IP protection.
Portfolio Management and Audits
We provide strategic oversight for global trademark portfolios, conducting audits to identify vulnerabilities and maximize protection. Our approach ensures effective management of registrations, renewals and enforcement priorities, helping clients maintain strong, valuable brand assets across jurisdictions.
Technology and Online Brand Issues
We advise on trademark protection across emerging technologies, AI, and digital platforms. Our team addresses risks and enforcement in domains, social media, online marketplaces and evolving web environments, ensuring clients’ brands remain secure and well-positioned in the digital landscape.

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