Trademarks protect names, logos, designs, mascots, colors and slogans that distinguish the source of a product or service from other sources for similar products or services. When a company decides to adopt a new name for a product or service, the company can apply to register the name with the United States Patent and Trademark Office if the name is not confusingly similar to any other name for similar products or services. Once the company uses the name it becomes their trademark. Federal registration provides additional rights and opportunities for enforcement of trademarks.