How to Register a Dutch Trademark for Your Business

Starting a business in the Netherlands doesn’t have to be a complicated process. It may seem daunting when you first think about everything you will have to arrange, but once you find a reliable partner who can take care of all the legal and administrative requirements for you, it’s actually very achievable. Intercompany Solutions is such a company. With years of experience in assisting foreign entrepreneurs with the establishment of Dutch businesses, we know exactly what to do and how to help you achieve what you want. Because even though Dutch laws might seem complicated, we can explain everything to you in simple terms.

Which means that you can focus solely on your business and dreams for your future. You can leave all the formalities to us, and you can start making money in just a few business days. All we will need from you are some general details and a valid company name. Once all your data checks out, we can start the incorporation process.

Want to know more? Please feel free to give us a call. We will gladly put our best specialists to work to guide and help you with your entrepreneurial dream in the Netherlands.

What is a trademark?

Not many people actually know what a trademark is. A trademark is essentially the one thing that makes your business instantly recognizable. It can be a name, logo, slogan, color or even a sound that sets your products or services apart from others. Think of it as your company’s signature, something that tells customers: “This is us”. A strong trademark builds trust, attracts attention, and helps people remember your brand in a crowded market. Is a trademark always necessary? No. Because often entrepreneurs build on the work of others. But when you are doing something new and unique? Yes. This article will tell you when a trademark is necessary, how to acquire it, and why you should.

Why registering a trademark matters

In the Netherlands (as well as across the EU), registering your trademark is an important step in protecting your brand. Once your trademark is officially registered, no one else can use it for similar goods or services without your permission. This gives you legal security and helps prevent confusion among customers, which protects your vision. Without registration, it’s harder to defend your brand if someone does things like copying your logo or using a similar name. Registering a trademark also increases your company’s value, since it shows professionalism and can even make your brand an asset for future growth or partnerships. Whether you’re just starting out or already expanding across borders, securing your trademark early on helps you build a solid and recognizable identity from the start.

What can be registered as a trademark?

So, a trademark is a sign that helps people recognize your business and the products or services you offer. It can be a name, logo, slogan, color, or even a shape or sound that tells customers: this belongs to you. When you register a trademark, you become its legal owner. This means others can’t use something too similar to promote their own goods or services. In simple terms, a trademark protects your brand identity. It helps customers find and trust you, and it gives you the legal right to defend your name if someone tries to copy it. Below, we will provide some simple examples of possible trademarks for your convenience.

A distinctive brand name

Your brand name is often the first thing people notice about your business and the one they remember. It carries your reputation, values, and personality all in a few words. Registering your brand name as a trademark makes sure it belongs to you alone. This means that no other company can legally use a similar name for the same type of product or service, which helps prevent confusion and protects your image. When choosing a brand name, pick something that stands out but still feels natural to your market. Avoid names that are too generic, since those usually can’t be protected. A good name is clear, easy to pronounce, and tells a little story about what you do. Once registered, it becomes one of your most valuable business assets.

The company logo

A logo is often the visual heart of your brand. It’s the first thing people see and the image they remember long after a visit to your website or shop. A strong logo can tell your story without a single word, for example, through color, shape and style. Because it represents your company so clearly, it’s one of the most important things to protect. Registering your logo as a trademark makes sure no one else can use a similar design for the same kind of business. It keeps your brand identity unique and professional. When designing your logo, think about how it reflects your values and stands out from competitors. If it’s truly you, it deserves protection and a registered trademark gives it exactly that.

Slogans

A good slogan can do wonders for your brand. It’s that short, catchy phrase that tells people what your business stands for, sometimes even more clearly than the brand name itself. Think, for example, about Nike and its “Just do it” slogan. Almost everyone on the planet knows this sentence! A strong slogan can inspire, make people smile, or remind them of what makes your product special. Think of it as your brand’s voice in just a few words. Because a slogan can become so closely tied to your identity, it’s smart to protect it legally. Registering your slogan as a trademark prevents others from using a similar phrase that could confuse customers. The best slogans are simple, memorable, and easy to understand in different languages. When you find the one that fits your brand perfectly, make sure it’s yours officially.

Packaging

Your packaging is more than just a way to protect your product; it’s a big part of your brand’s identity. The color, shape, and design of a box, bottle, or wrapper can make customers recognize your product instantly on the shelf. Think of the curved Coca-Cola bottle or the red-and-white Toblerone box: those designs are protected trademarks. In the Netherlands (and the wider Benelux area), you can trademark the look of your packaging if it’s distinctive enough. That means its design, form, or even a unique pattern can be legally protected. To qualify, it needs to stand out and not just serve a functional purpose. Registering your packaging design as a trademark keeps competitors from copying your signature look and helps your brand stay recognizable wherever it’s sold.

Sounds or shapes

Trademarks don’t always have to be words or pictures, but they can also be things you hear or see in 3D. Some brands are instantly recognized by a sound: think of the Netflix “ta-dum” or the roar of the MGM lion. These unique audio cues can be registered as sound trademarks. If your business uses a short tune, jingle, or sound effect that represents your brand, you can protect it the same way you would a logo. Shapes can also qualify, as long as they’re distinctive and not purely functional. For example, a perfume bottle with a unique design, like Jean Paul Gaultier has done, or a product with a special form can be trademarked if it helps people identify your brand. Protecting these creative elements keeps your business identity truly your own and adds an extra layer of originality to your brand story.

As you can see, a trademark covers much more than just a name or a logo. Anything that helps customers recognize your business, from your slogan to your packaging or even a familiar sound, can become part of your protected identity. Registering these elements gives you legal ownership and peace of mind, knowing your brand is safe from imitation. Whether you’re a new entrepreneur or an experienced business owner expanding into the Netherlands, taking the time to secure your trademarks is a smart investment in your company’s future.

Where to register your Dutch trademark

If you want to register a trademark in the Netherlands, you’ll need to go through the Benelux Office for Intellectual Property (BOIP). This organization generally handles all trademark and design registrations for the Netherlands, Belgium, and Luxembourg, which together are known as the ‘Benelux region’. That means a single registration automatically protects your trademark in all  three of these countries, which offers great value to entrepreneurs who are planning to grow internationally. The process is fully digital and very straightforward. You can file your application directly on the BOIP website, where you’ll also find all the information about things like fees, specific requirements, and the different types of trademarks you can register. Another fun fact: you don’t need to actually live in the Netherlands to apply. Foreign entrepreneurs can submit everything online from abroad.

Before applying, BOIP encourages you to check if your chosen name, logo or design isn’t possibly already taken. Their website includes a public database where you can search existing trademarks. Once you submit your application and pay the fee, BOIP reviews it for completeness and then publishes it so others can object if necessary. If there are no objections, your trademark becomes officially registered. Working with a specialist can make the process even smoother, since they can help you prepare the application, avoid mistakes, and ensure your registration fully protects what matters most: your brand identity. But since the process is pretty straightforward, you will probably manage on your own.

The necessary steps to register your trademark

Registering a trademark in the Netherlands is a clear and practical process, especially since it all goes through the Benelux Office for Intellectual Property (BOIP). You don’t need to be a legal expert to get started; the only things you will need are just a bit of preparation and attention to detail. Before you file, it helps to know what information you’ll need and what each stage involves. This saves time and ensures your application runs smoothly. Below, you’ll find the main steps to follow when registering your trademark, from checking availability to final approval.

First check if your trademark is available at all

Before you send in your application, it’s important to make sure your trademark isn’t already in use. The BOIP offers a free online search tool where you can look up existing trademarks in the Benelux region. This step helps you avoid conflicts or legal issues later on. Try searching for names, logos, or slogans that are similar to yours, not just identical ones. If another company uses something that could easily be mistaken for your trademark, your application might be rejected. Therefore, it’s better to adjust your design or name now than face problems and maybe even legal issues down the line. You can also ask a specialist to run a more detailed search if you want extra certainty. Taking the time to check availability ensures that your brand identity is truly your own and ready for official protection.

Choose what kind of trademark you need

Once you know your trademark is available, the next step is deciding what type of trademark best fits your business. The BOIP lets you register several kinds: a word mark (your company or product name written out), a figurative mark (a logo or design), a shape mark, a sound mark, or even a combination of some of these. The most important thing to do is to think deeply about what element truly represents your brand. If your name alone is distinctive enough, a word mark may be all you need. But if your visual design or logo plays a big role in recognition, registering a figurative mark adds much stronger protection. You can also register multiple types together for extra coverage. The key is to choose the form that customers instantly associate with you. A well-chosen trademark type helps you protect not just your brand, but just as much the feeling people get when they see it.

File your application via the BOIP website

Once you know what kind of trademark you want to register, it’s time to file your application. The process happens entirely online through the BOIP website. You’ll need to fill in some basic details, such as your name, address and a clear description of the goods or services your trademark covers. You’ll also need to upload your logo or design if you’re registering a figurative or shape mark. Make sure the image is clear, in high resolution and matches how you intend to use it publicly. The form will guide you step by step, and you can preview your application before submitting it. Although you can do it yourself, many entrepreneurs prefer to have a specialist check everything before filing. This helps avoid small errors that could delay the process or limit your protection later.

Pay the registration fee

After filing your application, you’ll need to pay the official fee to make the trademark registration process valid. For a standard Benelux trademark covering one class of goods or services, the fee is currently € 244. If you want protection in more than one class, there’s an extra cost: the second class adds € 27, and from the third class onward, each one costs € 81. You can also request an accelerated registration (if your mark is urgently needed). That adds a supplement of € 196 for the first class, plus € 21 for the second and € 63 for further classes. Keep in mind: the costs you pay don’t include legal or consultancy fees if you hire someone to help you with the procedure. And regardless of how smoothly or quickly your application goes (unless you withdraw it), the official fees generally aren’t refundable. 

Wait for examination and publication

After you’ve submitted your application and paid the fee, the BOIP takes over. First, they check if all your details are complete and if your trademark meets the basic requirements. This is called the formal examination. If everything looks good, your trademark will be published in the official Benelux Trademark Register. Once published, there’s a short period, which is usually two months, during which other parties can object if they think your trademark is too similar to theirs. If no one objects, or if objections are resolved, your trademark is then officially registered. From that moment, you can use the well-known ® symbol and enjoy full legal protection across the Benelux region. The whole process normally takes a few months, depending on how busy the office is and whether any objections come up.

Some common mistakes to avoid

When registering a trademark, a few simple mistakes can cause delays or even rejection. One of the most common mistakes is choosing a name that’s too generic. Terms like ‘Super Market’ or ‘Best Shoes’ can’t be protected because they describe something very broad rather than identify something unique. Keep in mind that a good trademark stands out and helps people connect it directly to your business. Another frequent mistake is skipping the research phase. Before you fall in love with a certain name, logo or design, always make sure to check if something similar already exists in the Benelux or EU databases. Even small similarities can lead to objections later. Taking a few minutes to check availability can  possibly save you weeks of frustration.

Another common mistake is the fact that some entrepreneurs also rush through the design stage or forget to protect visual elements such as a logo. Remember: your brand’s look and feel is part of what makes it instantly recognizable. Registering both your name and logo ensures full legal coverage and protection. Finally, make sure to double-check every detail before submitting your application, especially your contact info, description of the goods or services you offer and the uploaded files. Keep in mind that accuracy speeds up approval and keeps your brand legally safe from the start.

How long does it take to register a trademark in the Netherlands?

Registering a trademark in the Netherlands is usually a quick and straightforward process. Once you submit your application through BOIP, the formal review starts. In most cases, it takes about three to six months for your trademark to become fully registered. The exact timing depends on a few factors. For example, if your application is complete and no one objects during the publication period, it can all be done within just a few weeks. However, if there are issues, such as missing details, conflicting trademarks, or objections from third parties, the process may take longer because those matters need to be resolved first. You can also choose accelerated registration for an additional fee, as we previously mentioned above. This speeds up the procedure for you, often resulting in approval within a few days if everything is in order. Overall, trademark registration in the Netherlands is one of the more efficient systems in Europe. With a little preparation and accurate information, your brand can be officially protected in just a few months.

How long is a Dutch trademark valid?

Once your trademark is officially registered in the Netherlands, the protection lasts for 10 years from the filing date. During that period, you have the exclusive right to use your trademark within the Benelux region, which consists of the Netherlands, Belgium, and Luxembourg. When those 10 years are up, you can renew your registration indefinitely, as long as you pay the renewal fee on time. BOIP will usually send you a reminder in advance so you won’t miss the deadline. Renewal fees are generally lower than the initial registration costs, and you can complete the renewal process online in just a few minutes. If you forget to renew in time, there’s still a short grace period where you can pay a surcharge and keep your rights. However, if you let that period pass, your trademark protection will expire, and anyone could register a similar mark. By keeping your registration active, you ensure that your brand stays legally protected at all times.

A trademark offers many opportunities

Registering a trademark in the Netherlands is one of the smartest ways to protect your brand and strengthen your business identity. With the help of BOIP, the process is quick, transparent, and gives you legal protection across three countries at once. From choosing a unique name or logo to completing the online registration, every step helps you build a more professional and trustworthy brand. Taking the time to prepare properly and getting help from a specialist if needed ensures everything runs smoothly and your trademark is protected as long as you are doing business. Also, once registered, your trademark becomes more than just a name or image; it’s basically your company’s signature. So make sure to protect it well, renew it on time and let it grow along with your business. A secure trademark means a confident, recognizable brand that truly belongs to you and this will inevitably attract customers.

What can Intercompany Solutions do for your Dutch business?

Intercompany Solutions has assisted hundreds of foreign entrepreneurs from over 50 different nationalities. Our clients range from small one-person startups to multinational corporations and everything in between. Our processes are aimed at foreign entrepreneurs, and, as such, we know the most practical ways to assist with your company registration. We can assist with the full package of company registration in the Netherlands, either ourselves or via trusted and professional partners we work closely with:

• Company establishment in the Netherlands
• Application for a VAT or EORI number
• Application for foreign VAT numbers
• Startup assistance
• Accounting services
• Administrative services
• Secretarial services
• Legal assistance
• Payroll administration
• Tax services
• OSS returns
• Intra-Community transactions declarations (ICP)
• Acquiring an Article 23 license
• Obtaining E-herkenning for your company
• Acquiring or closing G-accounts
• Transfer of shares
• Dutch company closures
• General business advice

We are constantly improving our quality standards to continually deliver impeccable services.

Contact us directly if you need professional advice regarding Dutch business establishment

Although we personally don’t handle trademark applications, we can direct you to someone who can. What we can do for you is assist you in all matters that are related to the establishment of your Dutch business. If you are planning on registering a trademark in the Netherlands, then you will also need to officially register your Dutch company at the Chamber of Commerce. Generally, you will also have to go to a notary if you want to establish a Dutch BV. If you need any form of assistance with this, please give us a call, and we will provide you with personalized and professional advice that will explain to you how you can set up your company in the Netherlands in just a few business days.