A clear and concise trademark description should include an identification of the goods and/or services, the specific use of the trademark, and any distinctive features such as color schemes, design elements, and stylization. It must accurately and specifically define the scope of the trademark.
Trademarking your business name and logo can provide significant legal protection and exclusivity for your brand. While it's not legally required to trademark these elements, doing so can help prevent others from using similar marks and give you stronger legal recourse in the event of disputes.
A mark should always be used as an adjective, not a noun. Your trademark is a particular brand of product or service, not the name of the product itself. In the following example, the generic terms are italicized for illustration only: THE HEART TRUTH® public awareness campaign, or HEAD START® pre-school program.