Each year brings new developments in trademark law, USPTO procedures, and brand strategy. Here’s a look at the top trademark trends of 2025 and what they mean going forward.
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One of the most positive developments in 2025 was a continued reduction in initial trademark application pendency. On average, applications are now being reviewed about five and a half months after filing, a meaningful improvement from prior years. However, this progress came with a tradeoff. Other USPTO filings – such as renewals, statements of use, and evidence submissions – are taking longer to process. Addressing these delays will be an important challenge for the USPTO in 2026.
January 2025 marked the rollout of the USPTO’s new Trademark Center, including a redesigned application form and revised fee structure. After nearly a year of use, the system is largely settled, and the new interface represents a clear improvement over the prior design. That said, the changes came with higher costs. With the elimination of reduced-fee filing options, the minimum government fee to file a trademark application in one class is now $350, making it more important than ever to filing strategically and maximize your odds of getting it right the first time.
One notable absence in 2025 was the Trademark Public Advisory Committee (TPAC). In prior years, TPAC met regularly and provided public feedback from trademark practitioners and stakeholders to USPTO leadership. Its absence has been felt: TPAC served as an important educational and accountability forum. I hope it will return to active engagement in the near future.
Trademark activity – a key economic indicator – remained robust in 2025. In the first 11 months alone:
• 567,000 trademark applications were filed, up from 542,000 the prior year.
• More than 400,000 trademark registrations were issued.
• Over 130,000 applications originated from China, though as a smaller percentage than in 2024.
Unfortunately, scams were once again a dominant—and growing—trend. Fraudulent solicitations arrived by mail, email, phone, and text, often spoofing the USPTO and creating false urgency. The takeaway is unchanged but more urgent than ever: brand owners must remain vigilant, and working with a trusted trademark attorney can significantly reduce risk.
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Several trademark disputes drew national attention in 2025:
• A petition to cancel the TWITTER trademarks was filed, alleging abandonment following the platform’s rebrand
• A Federal Circuit decision involving the RAPUNZEL trademark clarified that consumers, absent a competitive interest – lack statutory standing to bring certain challenges at the USPTO
• And perhaps most visibly, Cracker Barrel’s attempted logo redesign sparked intense backlash, leading to a rapid reversal and significant reputational and financial fallout
The lesson from these cases is clear: trademarks are much more than just legal assets – they are deeply tied to consumer trust, brand value, and public perception.
