Brand Registration in the UAE: How to Register a Brand Name and Logo

"Brand registration" in the UAE is done by registering a trademark with the Ministry of Economy & Tourism (MoET). There is no separate brand register: the trademark is the legal instrument that gives you exclusive rights to a brand name, logo, slogan or packaging across all seven emirates for ten years, renewable indefinitely.

What you can register as a brand

Element	Registrable as	Notes
Brand name (word)	Word mark	Protects the name in any font, colour or layout – the strongest first filing
Logo	Device mark	Protects the artwork; file the version you actually use
Name + logo together	Combined mark	One fee, but protection is narrower than two separate marks
Slogan / tagline	Word mark	Must be distinctive, not just descriptive
Arabic version of the name	Separate word mark	Recommended if you trade in Arabic or sell to government
Packaging shape, colour, sound	Non-traditional mark	Allowed under the 2021 law; harder to prove distinctiveness

Most businesses file the word mark first in the classes they trade in, then the logo if budget allows.

What brand registration does not mean

• Trade-name reservation with the DED or a free zone lets you put the name on a licence. It does not stop anyone else using it as a brand. Why both are needed →
• Domain names and social handles give no rights against a registered trademark owner.
• Company registration protects the legal entity's name only for company-law purposes.

Because the UAE is first-to-file, a competitor who registers your brand name as a trademark before you do can legally demand that you stop using it – even if you used it first. This happens most often to restaurants, fashion labels and e-commerce brands that grew quickly on Instagram.

Cost of brand registration

AED 6,500 per class in official fees (application 750 + publication 750 + registration 5,000), plus an agent fee. One brand name in two classes is AED 13,000; name plus logo in one class is AED 13,000. SMEs in the national programme pay half. Full cost guide →

Steps to register a brand in the UAE

1. Search the MoET register for the name and close variants in Arabic and English. How →
2. Pick classes that match what you sell or will sell within two years. Class list →
3. Prepare documents: logo file, licence or ID, power of attorney for agents or foreign owners. Checklist →
4. File online on the MoET portal and pay AED 750.
5. Examination, publication, 30-day opposition, registration – four to six months in total. Step-by-step →

After your brand is registered

• Use the ® symbol next to the mark in the UAE.
• Record the mark with UAE Customs to stop counterfeit imports.
• Monitor the Trademark Bulletin for similar filings and oppose within 30 days.
• Renew in year 10. Renewal guide →
• Extend abroad through the Madrid Protocol. International registration →

Frequently asked questions

Can I register a brand name that is already used abroad? If the foreign brand is not registered or well known in the UAE, MoET will generally examine your application on its own merits – but well-known international marks are protected even without a UAE registration, and filing in bad faith can be cancelled later.

Should I register my brand in English or Arabic? File the version customers see. Many owners file both: an English word mark and its Arabic transliteration.

How long does brand protection last? Ten years from the filing date, renewable every ten years without limit.

Do I need a UAE company to register a brand? No. Individuals resident in the UAE can file in their own name; foreign companies and individuals file through a registered agent.

Send us the brand name and what it covers and we will check availability and quote a fixed fee within one working day: contact us.