I will of course meet up with the lawyer and talk about it, but not to waste his hour and my money I feel like I should do a lot of research beforehand to find out as much as I can. So here is my question... I have a shirt company, and I made a funny slogan and want to trademark it. I want to trademark it so that no one else is allowed to use that slogan without my permission (or contract states). If they fail to do so, I can sue them. So imagine the slogan is, "This is a funny t-shirt". And I want to trademark it so that no one else can use it, is it possible? Or do I need to register "This is a funny-shirt" as a business name? Here is an example... Imagine companies like: OLD NAVY, ROOTS, PHAT FARM, NIKE, etc. They are all real names of objects, people, words, you name it... But yet you aren't allowed to use those names under your products? Why not? What did they do to protect themselves?