In order to avoid future legal complications, the trademark owner's legal name and entity type must be mentioned when submitting an application for a logo or brand name registration. The trademark should not be generic or a widely used term, phrase, or slogan, as they are likely to be rejected. It should also not conflict with a trademark that has already been registered or applied for. Your trademark should not contain a living person's name, signature, or likeness if you do not have that person's express agreement.