The United States Patent and Trademark Office (the “USPTO”) has been steadily modernizing its trademark systems. In the last few years, the USPTO retired its longstanding Trademark Electronic Search System (TESS) in favor of a new, consumer-friendly trademark search system, transitioned its Trademark Electronic Application System (TEAS) platform into its control-desk environment called the Trademark Center, and has started implementing artificial intelligence technologies and tools into the trademark application process. For franchisors considering a new brand or logo, these publicly available tools can provide a useful starting point for initial trademark research. For experienced trademark practitioners and brand owners, some familiar processes now look quite different, but the upgrades have elevated the practice.

From TESS to a New Trademark Search Platform.

TESS, the USPTO’s longstanding trademark search system, was retired in November 2023 and was replaced by a cloud-based platform called Trademark Search. The new platform offers updated search capabilities, including basic and advanced search options. More recently, the USPTO added an AI-powered image search feature that allows users to upload an image and find trademarks with visually similar designs. As you can see here, Trademark Search has helped give consumers the ability to run initial searches before investing legal resources to conduct typical comprehensive searches. For example, a franchisor considering a new concept or a new brand can use Trademark Search to see whether identical or visually similar trademarks already exist. While that search will not provide the full picture, it can help identify potential issues early and give franchisors a better starting point for a conversation with counsel.

From TEAS to Trademark Center.

In January 2025, the USPTO transitioned from TEAS to the Trademark Center, making it the required platform for filing new trademark applications and paying application-related fees. The platform also includes a docketing feature that allows applicants to track the status of applications filed through the Trademark Center. We’re a big fan of the visibility.

AI Joins the Application Process.

AI is now making its way into the filing process itself. In April 2026, the USPTO introduced an optional AI-assisted tool in the Trademark Center that can generate suggested descriptions and color claims for applications involving design marks. Applicants can review, edit, or reject the suggested language before submitting an application. While the tool may make the application process more efficient, it does not eliminate the need for applicants and their counsel to make sure the descriptions and claims accurately reflect the trademark and appropriately protect the brand.

What’s Next?

The USPTO’s modernization efforts are continuing. Beginning October 1, 2026, the USPTO will transition to the Madrid e-Filing system for new international trademark applications filed through the Madrid Protocol, replacing the existing TEASi system for those filings. Until then, applicants can file new international trademark applications through either system.

For franchisors, the takeaway is that some of these tools are right at your fingertips. An initial search can help identify potentially relevant trademarks and flag issues to discuss with counsel, but it should not replace a comprehensive search and legal analysis. While the technology may be changing, the fundamentals of trademark prosecution remain the same: careful searching, accurate filings, and thoughtful brand protection.