A catchy tagline can be the most memorable part of a brand. So it is natural to ask: can you register a slogan or tagline as a trade mark in Singapore? The short answer is yes — but in practice most slogans are refused, and the reason comes down to a single idea: a slogan has to work as a badge of origin, not just as advertising.

Why slogans are harder to register than word marks

Under the Trade Marks Act — a trade mark is any sign capable of distinguishing your goods or services. A slogan is a sign, so nothing in the law excludes it. The difficulty is one of perception.

The key provision is section 7(1)(b): a mark which is “devoid of any distinctive character” must not be registered. Section 7(1)(c) adds that a mark consisting exclusively of signs that designate the kind, quality, intended purpose or other characteristics of the goods or services is also barred. A laudatory or descriptive tagline often falls foul of one or both.

The Court of Appeal put the test this way in Société des Produits Nestlé SA v Petra Foods Ltd [2017] 1 SLR 35 (the “KitKat” case) at [33]: the critical question is whether the average consumer would appreciate the mark’s trade-mark significance without being educated that it is used as a brand. As the IPOS Trade Marks Work Manual (Chapter 14, Slogans, v3.1, Nov 2022) puts it, consumers are not in the habit of reading a slogan as an indication of trade origin — they read it as a puff. That is why slogans clear the distinctiveness bar less easily than a word or logo mark.

Two Singapore decisions that show the line

Recent IPOS decisions illustrate exactly where the line falls — and both are real, reported cases.

1. “UNLEASH INNOVATION” — refused ([2025] SGIPOS 7). A global semiconductor maker applied to register this slogan for semiconductors, custom manufacture and R&D services (Classes 9, 40, 42). The tribunal (applying the KitKat test) held it would be perceived as a promotional message, not a badge of origin, and was therefore devoid of distinctive character under s.7(1)(b). The examiner had also noted 13 instances of other traders — including Amazon Web Services and Intel — using the very same phrase, confirming it was an expression many traders would want to use. The applicant argued the phrase was “unique and unusual” and pointed to foreign registrations and allegedly “analogous” Singapore marks (such as “EMPOWERING INNOVATION”). The tribunal rejected both: trade mark law is territorial, foreign acceptances are not binding, and prior local registrations are of limited persuasive value because they were not subject to the same scrutiny. Crucially, the applicant was invited to file use evidence to show acquired distinctiveness under s.7(2) — and declined.

2. “MAKES LIFE BETTER” — refused ([2004] SGIPOS 13). Applied for machines, imaging apparatus and lighting (Classes 7, 9 and 11). The Registrar objected under both s.7(1)(b) and s.7(1)(c). While the words did not describe what the products are, they described “what can be attained by using these electronic products — a better life,” thereby designating a characteristic (intended purpose / quality) under s.7(1)(c). Absent prior use, the relevant consumer would have to be educated by the salesman that the slogan was the brand name — the classic badge-of-origin failure.

The takeaway: a slogan is more likely to succeed where it surprises or needs interpretation, and more likely to fail where it reads as a plain promise about the goods or a laudatory message.

What examiners object to

The IPOS manual groups the usual suspects, with real examples:

• Pure promotional statements — e.g. “A UNIQUE EXPERIENCE…MINT” (Wrigley) and “BUILDING TOMORROW’S ENTERPRISE” (Infosys), both refused as banal incitements to purchase.
• Value statements — “FIGHT FOR JUSTICE” for legal services, “CARING FOR THE ENVIRONMENT” for recycling — straightforward claims any business could make.
• Inspirational or motivational lines — “GIVE YOUR BEST”, “GO FOR IT”, “UNLOCK YOUR POTENTIAL”, “BELIEVE IN YOURSELF” — weak especially for services.
• Customer-service / commonplace salutations / personal statements — read as general courtesies (“WITH YOU AT EVERY STEP”, “MERRY CHRISTMAS”) or wearer statements (“I ♥ SINGAPORE”), not brands.
• Descriptive phrases — if one meaning describes the goods/services, s.7(1)(c) bites. IPOS gives “GIVING YOU YOUR PERSONAL SPACE” for storage (one meaning describes the service) and “PROPER SIZE. PERFECT FIT.” for clothing.

What makes a slogan registrable

Three things lift a slogan over the line:

1. Ambiguity / play on words. A phrase that surprises or needs interpretation can function as a brand. IPOS gives “OWN THE TREE” for hand tools (a play on words requiring interpretation) and the EU case “WE RESTORE, YOU RECOVER” (a double meaning the public would not read as a direct service description). Mere grammatical awkwardness is not enough — “ONLY JEANS WEAR” and “AMAZING STARTS NOW” were still refused.
2. A house mark. IPOS notes “HAVE A BREAK” alone may fail, but “HAVE A BREAK, HAVE A KIT-KAT” is registrable because the house mark “KIT-KAT” has its own distinctive character and lifts the combination.
3. Acquired distinctiveness through use (s.7(2)). A slogan is saved if, before the application date, it has in fact acquired distinctive character as a result of use. The Registrar weighs market share, how intensive and long-standing the use is, promotion investment, and the proportion of consumers who recognise the slogan as the applicant’s sign (the Windsurfing Chiemsee factors). The best evidence is the slogan used on its own, without other marks. In the “UNLEASH INNOVATION” case the tribunal invited the applicant to file use evidence and the applicant chose not to.

Practical steps if you want to protect a tagline

If you are building a slogan into your brand, do this:

1. Run a clearance search first. Check the IPOS register for confusingly similar marks before you adopt the line — and note that, unlike patents, there is no novelty or public-disclosure bar for trade marks, so timing is about priority, not secrecy.
2. File early to secure your priority date. Trade mark rights in Singapore are generally won by whoever files first, so apply before a third party beats you to it. The same logic protects an AI-generated logo.
3. Pair it with your house mark. As IPOS confirms, a weak slogan is materially stronger when filed alongside a distinctive brand name.
4. Keep use records. If the slogan is inherently weak, document its use so you can rely on s.7(2) acquired distinctiveness if the Registry raises an objection.
5. Consider whether a word/logo mark is stronger. Often the brand name or logo carries the distinctiveness; the slogan supports it. See our guide on why trademark protection matters in 2026.

The bottom line: a slogan can be a registered trade mark in Singapore, but most fail the distinctiveness test because consumers read them as advertising. Register early, pair with your house mark, and keep your use evidence — that is how a tagline becomes an asset rather than a liability.

Thinking of protecting a tagline? A clearance search and a well-drafted application — ideally filed with your house mark — are cheap insurance. Speak to our trade mark team before you launch.

Related: Explore our trade mark knowledge hub for answers to common filing, opposition, and Madrid questions.

Frequently asked questions

Can a slogan be registered as a trade mark in Singapore?
Yes. A slogan is a “sign” under the Trade Marks Act and is not excluded from registration. But it must be distinctive — capable of functioning as a badge of origin — which most promotional slogans are not.

Why do slogans often get refused?
Because consumers usually read a slogan as advertising rather than a brand identifier. Under s.7(1)(b) a mark devoid of distinctive character must not be registered, and under s.7(1)(c) a purely descriptive phrase is barred. Two Singapore decisions — “UNLEASH INNOVATION” [2025] SGIPOS 7 and “MAKES LIFE BETTER” [2004] SGIPOS 13 — were refused on these grounds.

What makes a slogan registrable?
Ambiguity or wordplay that makes consumers read the phrase as a brand (IPOS gives “OWN THE TREE”); pairing it with a distinctive house mark (e.g. “HAVE A BREAK, HAVE A KIT-KAT”); or showing acquired distinctiveness through use under s.7(2).

Can I register a slogan that is already in use?
Use alone does not register a mark, but it helps. If the slogan is not inherently distinctive, s.7(2) saves it where it has in fact acquired distinctive character through use before the application date. The Registrar considers the Windsurfing Chiemsee factors — market share, intensity and duration of use, promotion spend, and consumer recognition — not a fixed number of years.

Should I pair my slogan with my brand name?
Often yes. IPOS notes that a weak slogan can be lifted by a distinctive house mark filed alongside it. Filing the combination is usually stronger than relying on the slogan by itself.

This article is general information only and does not constitute legal advice.