In today’s world, authenticity and self-expression are more important than ever. OurTypes, created by Colleen Arturi, is a unique framework that helps individuals understand themselves and communicate their personal narratives effectively.

By combining Jungian archetypes with modern tools, OurTypes offers assessments, guidebooks, and personalized coaching to empower users in their self-discovery journey. With growing interest in personal branding and storytelling, protecting the OurTypes brand became a priority.

To ensure legal protection and establish long-term brand security, Colleen partnered with Indie Law for trademark registration.

Challenges in Trademarking OurTypes

Team Diversity Concerns

Colleen wanted to ensure that her trademark was handled by a diverse team that aligned with her values. She sought confirmation that Indie Law’s legal professionals reflected a commitment to inclusivity and representation.

Trademark Search Delays

Due to a high number of search results, Colleen experienced concerns about potential conflicts. Having faced a 16-month delay in a previous trademark attempt, she was understandably anxious about the timeline.

Specimen Submission Uncertainty

To complete the trademark application, Colleen needed to provide proof of use. She considered using her TikTok page but was unsure whether it met the USPTO’s specimen requirements.

Clarification on Trademark Application Details

Colleen wanted to understand why certain elements, like downloadable classes, weren’t included in the application. Her attention to detail reflected her desire for a comprehensive trademark strategy.

How Indie Law Helped Secure the OurTypes Trademark

With Indie Law’s strategic guidance, Colleen successfully navigated these challenges:

• Affirming Team Diversity – Indie Law assured Colleen that their team is 90% women and people of color, reinforcing their commitment to inclusivity.
• Transparent Communication – Indie Law explained that a high number of search results doesn’t always indicate a problem, helping ease Colleen’s concerns about delays.
• Guidance on Specimen Requirements – The team clarified that the TikTok page couldn’t be used due to branding requirements, but other specimens were sufficient for the application.
• Detailed Explanations on Trademark Scope – Indie Law provided clear guidance on what could and couldn’t be included in the application, ensuring Colleen had full visibility into the process.

Results: A Legally Protected and Strengthened Brand

• Enhanced Trust: Indie Law’s commitment to diversity and open communication strengthened Colleen’s confidence in the legal process.
• Reduced Anxiety: Clear explanations about potential delays helped alleviate concerns and kept the process on track.
• Successful Trademark Registration: After 15 months, OurTypes officially secured its trademark, ensuring legal brand protection.

Client Testimonial

Reflecting on the experience, Colleen shared her appreciation:

"Great, thank you so much! So good to know, and again I appreciate it so much - it is so key to the values of OurTypes, and I want to be able to say the experience was built in an inclusive way, and not just in a hand-waving way about it."

Her feedback highlights the importance of aligning values with legal strategy and the trust built throughout the process.

Key Takeaways for Business Owners

• Align Legal Partners with Your Values – Choose a trademark attorney who shares your commitment to inclusivity, transparency, and communication.
• Understand Trademark Search Results – A high number of similar trademarks doesn’t always mean rejection, but working with an expert attorney helps navigate potential conflicts.
• Know What Qualifies as a Specimen – Ensure your proof of use meets USPTO requirements, and consult a legal expert before submitting.
• Stay Proactive and Informed – Trademark registration takes time. Staying engaged in the process and working with a trusted law firm helps avoid unnecessary setbacks.

Final Thoughts: Why Trademark Protection Matters

For OurTypes, securing a federally registered trademark was about more than just legal protection—it was about safeguarding its mission, brand identity, and values.

With Indie Law’s expertise, Colleen successfully navigated the complexities of trademark registration, ensuring that OurTypes remains a legally protected brand for years to come.

If you’re considering trademark registration, Indie Law can help you avoid legal pitfalls, streamline the process, and protect your brand effectively.

Looking for More Insights?

To learn more about trademark registration, brand protection, and common legal challenges, check out these related articles from Indie Law:

• What Should I Trademark First?

• How Long Does the Trademark Process Take?

• Decoding 'Likelihood of Confusion': A Guide for Trademark Applicants