Five years of continuous use may not be enough for a highly descriptive trademark to receive any protection from "infringers".

The USPTO rolled out major trademark changes on January 18, 2025, including a complete overhaul of its application system and a significant fee restructuring. With the launch of the new Trademark Center and the elimination of TEAS Plus and TEAS Standard, applicants must now navigate stricter requirements and potential penalties—making early planning and legal guidance more critical than ever.