Using Surnames to Build a Brand

Entrepreneurs frequently launch businesses and brands utilizing personal names and/or surnames. This strategy often aims at capitalizing on the reputation developed by a certain individual, or establishing a personal brand. Global examples of this approach include Sikorsky Aircraft Corporation, Ford Motor Company, and Balenciaga.

In Ukraine, manufacturers sometimes use the names of historical figures (e.g., "Ivan Mazepa," "Stepan Bandera," "Knyahynya Olha"), or contemporary famous individuals to quickly create specific consumer associations and achieve recognition.

Using a name or surname for branding can indeed be a successful marketing move.

Registering a Surname as a Trademark in Ukraine

Building up a brand without formal trademark registration is risky, as the brand remains unsecured against copying by competitors.

When it comes to protecting a personal brand in Ukraine, is it even possible to register to include a surname?

According to Ukrainian legislation, personal names (including surnames) can be registered as trademarks. However, the simplicity or complexity of the procedure and the ultimate success of the registration depend on numerous circumstances.

Here are the main factors to consider when registering a name or surname as a trademark in Ukraine:

Surnames of Contemporary Famous Individuals

To register a Trademark that reproduces the surname, name, pseudonym, portrait, or facsimile of a person known in Ukraine, the consent of that individual is required. Alternatively, the famous person must be the applicant themselves.

Surnames of Historical Figures

There is no direct legal prohibition against registering the surnames of historical figures as trademarks, so such registration is possible.

However, during the expert examination process, the applicant must be ready to prove that the registration will not violate the principles of public morality. This includes ensuring that the mark does not infringe upon the honor and dignity of the historical person, and, consequently, society as a whole.

Surnames of Non-Public Figures

The ability to register a non-public figure's surname depends on several factors, including the semantics of the surname, the presence or absence of additional original elements used in the trademark image (such as graphic elements, a specific font, or extra words). etc.

The key criterion for success is distinctiveness — the capacity to differentiate the applicant's goods or services from those offered by others who may share the same surname.

Case Studies from DESTRA's Experience

Trademark Igvar Levenets — Certificate No. 297189 of 05 May 2021

This is a word trademark in Latin script. The word "Ingvar" is a North European name, analogous to the Ukrainian name Ihor, which is the name of the applicant. The word "Levenets" is the transliteration of the applicant's surname, Левенець, into Latin script.

We managed to register this trademark in a smooth procedure without any office actions.

Factors that contributed to the smooth registration:

  • the trademark is distinctive as it consists of a unique combination of the artist’s name and surname;
  • the inscription is executed in Latin script and has an additional distinguishing element in the form of a dot;
  • the trademark includes the applicant's surname.

Trademark Atelier Iryna Antonyuk — Certificate No. 361648 of 09 April 2025

This is a word trademark in Latin script. The words "Iryna Antonyuk" are the applicant's name and surname (Ірина Антонюк).

We managed to register this trademark in a smooth procedure without any office actions.

Factors that contributed to unobstructed registration:

  • the trademark is original (it has distinctiveness), as it consists of a combination of the owner’s name, surname, and the word “Atelier”.

Trademark ABRAMOCHKINA — Certificate No. 371016 of 17 September 2025

The procedure of registration of this trademark was not smooth. The examiner initially concluded that the mark lacked distinctiveness because it consisted only of a surname spead in Ukraine. 

However, even in such cases, an experienced intellectual property specialist (patent attorney) can achieve success by gathering evidence and arguments in favor of registration and preparing a professional response to the provisional refusal.

Factors that complicated the registration process:

  • the trademark is a word mark and consists only of the surname, claiming very broad legal protection;
  • the policy of the Ukrainian Patent Office regarding the registration of surnames as trademarks has recently become stricter.

Factors that led to successful registration:

  • providing evidence of the trademark ABRAMOCHKINA having acquired distinctiveness through use and recognition;
  • justification of the additional distinctiveness for the trademark ABRAMOCHKINA due to the word being executed in Latin script. This means the mark does not consist purely of the Ukrainian surname (not being executed in Ukrainial letters);
  • providing evidence that the surname Abramochkina is not common in Ukraine.

Thanks to the professional work of the patent attorney, the owner of the trademark ABRAMOCHKINA received a positive decision from the examiner and now owns a trademark with a broad scope of protection.

Trademark ROMANENKO

This is another example of the successful registration of a surname as a trademark. The trademark is a composite mark consisting of the wording "Романенко," which is the surname of the applicant, executed in Cyrillic script using special, original style. The letter "к" is similar to the Latin letter "k," and the letter "а" is capitalized and stylized as a pair of scissors.

Factors that contributed to successful registration:

  • the trademark is original (it has high distinctiveness), as the surname Romanenko is executed in a very original font and contains additional graphic elements;
  • the trademark is a reproduction of the applicant's surname.

Conclusions and Strategic Advice for International Clients

A trademark containing a surname imbues a business or product with a special individuality, fostering consumer trust and memorability. Such marks can become valuable assets and are worth the effort to register.

Depending on the execution of the surname and the inclusion of additional original elements, the registration process can range from simple and straightforward to complex, requiring extensive argumentation.

To simplify the registration procedure for a surname as a trademark, you should aim to increase its level of originality — for example, by adding graphic elements or rendering the name in a specific, unique font. However, adding a significant number of graphic elements to the surname reduces the overall scope of the legal protection afforded to the word element of the trademark.

Therefore, it is essential to properly assess all risks and submit the trademark application based on the optimal balance between managing risk and securing broad legal protection. Engaging intellectual property specialists (Patent Attorneys) is highly recommended, as they can help choose the best strategy aligned with the client’s registration goals.