Trademarks and Trade Names in Mexico: What to Protect

Thursday, October 29, 2026

Your Business Has an Identity. Make Sure It Is Protected.

Are you preparing to launch a startup in Mexico or expand your company from Europe or Asia? You probably already have a business name, logo, or advertising slogan that helps you stand out from competitors.

But did you know that each of these elements may require a different protection strategy?

Mexico’s Federal Law for the Protection of Industrial Property recognizes several forms of protection for signs that identify businesses, products, and services. The main categories include trademarks, commercial slogans, and trade names.

Understanding the differences can help you reduce legal risks and avoid unnecessary complications as your business grows

Trademarks: Protect the Identity of Your Products or Services

A trademark distinguishes your products or services from those offered by other businesses. It may consist of words, logos, or a combination of elements, among other signs that meet the applicable legal requirements.

For example, if you develop a technology application, sell cosmetics, or distribute imported products, registering your trademark with the Mexican Institute of Industrial Property (IMPI) can grant you exclusive rights to use it in Mexico for the goods or services covered by the registration.

A trademark registration is valid for ten years and can be renewed for additional ten-year periods, subject to the applicable requirements

Commercial Slogans: Protect Your Advertising Message

Does your company use a memorable slogan to connect with customers? In Mexico, an advertising phrase may be protected as a commercial slogan, provided it meets the relevant legal requirements.

Unlike a trademark, which may include a logo, a commercial slogan consists of a phrase or sentence used to advertise products, services, or business establishments and distinguish them from similar offerings.

Registering your commercial slogan with the IMPI can grant you exclusive rights to that phrase under the applicable law.

Commercial slogan registrations are also valid for ten years and may be renewed for additional ten-year periods.

Trade Names: Identify Your Business or Establishment

A trade name is the name by which customers recognize a business, company, or commercial establishment.

One important difference is that protection may arise from actual use, without requiring a trademark registration first. Protection generally relates to the geographic area where the business has an established customer base, although it may extend to other parts of Mexico if widespread and consistent use of the name can be demonstrated.

You may also request publication of your trade name in the IMPI’s Industrial Property Gazette. This can help establish evidence relating to the name’s adoption and good-faith use.

Which Type of Protection Does Your Business Need?

The answer depends on what you want to protect.

Trademark: The name or logo that distinguishes your products or services.
Commercial slogan: The advertising phrase you use to promote them.
Trade name: The name by which customers recognize your business or establishment.

These forms of protection are not necessarily mutually exclusive. Your company may need more than one to protect different elements of its commercial identity.

Protect Your Business Identity Before Expanding

If your company plans to enter the Mexican market, it is worth checking whether your proposed signs are available and determining which type of protection best fits your business goals.

A preliminary search and a well-planned protection strategy can help you avoid disputes, rejected applications, and unnecessary spending on marketing or business development.

**This article provides general information and does not constitute legal advice.**

Before investing in building your presence in Mexico, make sure you understand what needs protection and how to secure it.