What Are Some Reasons the USPTO Trademark Office Might Refuse My Trademark Application?  Securing a trademark for your brand is an exciting milestone. It symbolizes growth, identity, and the foundation for protecting your business assets. However, not all applications sail smoothly through the United States Patent and Trademark Office (USPTO). Many trademarks are refused for a variety of reasons. Statistically, less than 50% of applications that are "self-filed" (ie. DIY, without an attorney) make it past the examination phase without encountering a refusal.  While an Office Action refusal can be overcome, very often those who self-file without attorney assistance don't know how to try to overcome the refusal.  Often, they do not even understand the refusal.