With all of the Registered Trademarks out there it is easy to take for granted how much effort and time go into getting the trademark approved. ThoughtLab applied for our trademark both on our name and logo somewhere around 3 or 4 years ago and we just recently were granted the right to use the ® symbol instead of ™ in both cases. In business I believe this is a milestone achievement to be celebrated, as a vast majority of small businesses don't make it past their third year. Furthermore, it is just one more step in the process of branding and differentiation that makes it feel even more concrete, almost as if to say - This is who we are and who we will be forever more.
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