October 27, 2025

Hello Reader,

Problem (simple and common):​
You’re ready to move from an old brand to a new brand. Maybe you’ve outgrown the name, merged with another company, or want a cleaner, shorter look. But a name change can be scary. If you rush it, you can lose customers, lose search traffic, or even lose your trademark rights. The good news: there is a safe, steady way to do it.

The safe path: side-by-side first, then phase out

Think of your change as a bridge, not a jump. For a time, use both names together so customers can connect the dots.

How to write it on packaging, website, and signs:

• “NewName (formerly OldName)”
• “OldName is now NewName”
• “NewName—same people, same quality”

Keep this bridge line for long enough that it feels normal—often 6–18 months, depending on how often your customers buy. Start with both names big. Over time, make OldName smaller, then remove it when most people understand the switch.

Keep visual clues:​
Use the same colors, a similar font, or your icon so people know it’s still you. This is the fastest way to keep trust while the name changes.

Do the legal steps (so you don’t lose your rights)

1. Search and file early. Clear the NewName with a trademark search. File new trademark applications (in the U.S. and key countries) before you announce.
2. Keep the old mark alive during the bridge. Keep using OldName on something real (labels, tags, site headers) so the old registration does not go “abandoned” while you transition.
3. Use “formerly known as” correctly. Your bridge line is fine for marketing, but it does not replace real trademark use. Make sure NewName is used as a brand on the goods/services (packaging, hangtags, website cart pages, invoices).
4. Assignments and goodwill. If the brand is moving to a new company, the trademark must be assigned with goodwill. Record the assignment with the USPTO. Update licenses and distributor agreements.
5. Watch for confusion. Set up a watch service for the NewName. Update your cease-and-desist templates, website policies, and online store listings.

What good transitions look like (real-world playbook)

• Dunkin’ Donuts → Dunkin’​
  They kept the orange/pink colors and the friendly type. They ran the line “America Runs on Dunkin’,” so customers still heard the brand they knew. Stores changed signs in waves, not all at once.
• Facebook (company) → Meta​
  The app kept the Facebook name, but the company switched to Meta. They used the bridge “from Meta” across products so people could connect the new parent with the old apps.
• Square (company) → Block​
  The company changed to Block, but kept Square as a product unit. This brand “family” plan let them keep old equity while moving the parent to a broader name.
• KFC (short) from Kentucky Fried Chicken​
  Shorter name, same Colonel and bucket cues. The look and voice stayed the same, so the shorter name felt safe.
• Accenture (new name after Andersen Consulting)​
  They launched with a clear story (“accent on the future”), heavy communication, and full asset changeover (domain, email, signage) in a planned rollout.

What all of these did well:

• Kept familiar visuals at first
• Used simple, clear lines to explain the change
• Moved in phases (not overnight)
• Kept legal use clean the whole time

A step-by-step plan you can use this month

Phase 1: Prep (4–12 weeks before launch)

• Clear NewName and file new applications.
• Make a style guide: colors, logo, fonts, bridge lines.
• Plan domains, redirects, email addresses, and social handles.
• Update contracts, labels, and packaging files.

Phase 2: Launch (month 0–3)

• Switch site header to NewName (formerly OldName).
• Update product pages, receipts, and app store listings.
• Use both names on packaging and ads.
• Redirect OldName.com to NewName.com (keep a landing page that explains the change).
• Train support to answer “Is this still the same company?” with one calm script.

Phase 3: Trim (month 3–12)

• Make OldName smaller.
• Refresh search, maps, and directories.
• Keep at least one OldName SKU or channel live to avoid abandonment while the bridge is active.

Phase 4: Retire (month 12–18+)

• Remove “formerly.”
• Keep OldName as a defensive registration (if needed) or fold it into a sub-line if it still carries value.

Quick checks (print this list)

• Does NewName show up as a brand on the product/service pages and packaging?
• Do we still use OldName somewhere real during the bridge?
• Do our colors/icons make the new look feel familiar?
• Are domains, emails, and social handles lined up (and redirected)?
• Are our trademark filings, assignments, and license updates in motion?

Bottom line

A name change does not have to be risky. Move side-by-side first, speak clearly (“NewName (formerly OldName)”), keep your visual clues, and keep your legal use clean. With a steady plan, you keep your customers, your search traffic, and your rights—while your brand steps into the future.

Keep Your Brand Safe and Protected,

J.J. Lee and the Trademark Lawyer Law Firm Team!

P.S. Ready to plan your switch? Contact us. We’ll map your timeline, draft your bridge lines, review packaging and web use for trademark compliance, and file the right applications so you keep your rights while you grow. A short call now can save months of re-work later.

​trademarklawyerfirm.com​
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