IP Protection for Startups: Trademarks, Designs, and Why It Matters Early

Registering your business name with ASIC doesn't mean you own it. Plenty of founders find that out only after they've already invested in branding.

Most founders assume registering a business name means the name is theirs. It isn't, and Lawpath's advisors field this confusion on trademark calls every week. Add a logo nobody has checked for conflicts, or a product design left unprotected, and the exposure only grows the further you get into production. Alex Shreeve, Commercial Lawyer at Lawpath, covers what a trademark actually protects versus a business name, how design registration differs again, how to choose the right trademark classes, and how to check for conflicts before you spend on branding. Practical, not theoretical.

29th October 2026, 12:00 PM AEDT

RSVP now

In this session, Alex will cover:

  • Trademark vs business name: Why registering your business name with ASIC gives you no ownership over the name itself, and what a trademark actually protects
  • Trademark vs design rights: The difference between protecting your brand identity and protecting the look of a product, and when you need both
  • Choosing the right classes: How trademark classes work, why picking the wrong one leaves gaps, and how to select classes that match what you actually do
  • Word marks vs logo marks: When a stylised logo has a better chance of registration than a plain word mark, and how to structure filings across your brand
  • Checking before you commit: How to search for conflicting trademarks before investing in branding, packaging, or production, so you're not forced to rebrand later
 

Why Attend?

Understand what actually protects your brand before you spend on it, not after.

Know what you actually own

Registering a business name or company doesn't give you rights over that name. This session clears up the difference before it costs you.

Understand designs, not just trademarks

If your product's look matters as much as its name, you need to know when design registration applies too.

Avoid a forced rebrand

Founders regularly discover a conflicting trademark only after they've built a brand around a name. Learn how to check before that happens to you.

Ask Alex your specific questions live

Bring your brand name, your logo, your product design. Alex will work through what needs protecting and how.

 

 

Limited seats available, register today!

 

 

 

Note for accountants and lawyers: this session isn't CPD accredited and doesn't count towards your annual points or units.

By clicking on 'Register now' you are agreeing to the Lawpath Terms & Conditions