A New Digital Chapter in UAE Trade Mark Practice
The UAE Trade Mark Office (TMO), operating under the Ministry of Economy and Tourism (MOET), has recently introduced an AI-powered Logo Generator on the official UAE Trade Mark Portal. This development forms part of the UAE’s broader digital transformation strategy and reflects continued collaboration between stakeholders, practitioners, and the Trade Mark Office to modernise and streamline trade mark-related services.
The Logo Generator is available free of charge to all registered users of the UAE Trade Mark Portal and represents a further step towards embedding artificial intelligence tools within the UAE’s trade mark ecosystem. Importantly, the initiative seeks to balance innovation and accessibility while reinforcing early awareness of trade mark considerations among businesses.
This article examines how the Logo Generator works, its intended purpose, practical benefits, and key legal and procedural considerations that users should keep in mind.
This Article is a Part of our The Ultimate Guide to Intellectual Property Law Blogpost.
What is the AI-Powered Logo Generator?
The Logo Generator is an AI-based feature that enables users to generate logo concepts using simple written prompts. The tool draws on existing data and records available within the TMO system to create visual logo outputs based on the user’s inputs.
The service is available to:
- all users with an active account on the UAE Trade Mark Portal; and
- users accessing the portal through UAE Pass, if they do not already have an account.
In practical terms, the tool allows applicants to:
- experiment with logo ideas at an early branding stage;
- explore multiple creative directions before finalising a design;
- reduce reliance on imitation of familiar or well-known marks; and
- develop a basic visual identity without incurring immediate design costs.
This is particularly valuable for local businesses, startups, and SMEs that may not have access to professional branding agencies or in-house design teams and may otherwise rely heavily on existing market references when developing a brand.
Following generation, the system produces a logo report, which MOET is reportedly considering linking to a time-limited validity period for filing purposes. It is crucial to note that such a report does not amount to final acceptance, approval, or registration of a trade mark.
Using the Logo Generator Effectively
Prompt-Based Logo Generation
Users are guided to submit clear and structured prompts when requesting a logo. These prompts may include a combination of the following elements:
Key Prompt Elements
- Text or brand name
- Initials
- Logo type or shape
- Colour preferences
- Design style
Example Prompts
- “Generate a modern logo for ‘Oasis Market’, featuring a geometric motif, earthy tones, and a clean sans-serif style.”
- “Create a minimalist emblem logo using the initials ‘LM’, neutral beige and charcoal colours, suitable for a professional services brand.”
The system then produces logo outputs based on these instructions.
Any logo examples generated are for demonstration and guidance purposes only. They are not intended for use, reproduction, or adoption, and no rights are claimed in such images.
Amendment Function
The tool includes an “Amend” function, allowing users to regenerate or refine logo outputs. At present, amendments are applied automatically by the system, without enabling users to specify precise changes such as:
- font selection,
- exact colour shades, or
- specific design elements.
Introducing a dedicated field for user-directed amendments could significantly enhance usability and allow more meaningful refinement at the concept stage.
Key Legal and Practical Considerations
Similarity to Existing or Well-Known Marks
In practice, some AI-generated logos may appear visually similar to existing registered or well-known trade marks, particularly where prompts include common industry terms or descriptive keywords.
While the platform includes disclaimers, non-specialist users may mistakenly assume that AI-generated logos are inherently “safe” or non-conflicting. This underscores the importance of:
- treating generated logos as conceptual inspiration only; and
- conducting proper trade mark clearance searches and legal assessments before use or filing.
Failure to do so may result in refusal during examination or exposure to opposition or infringement disputes at a later stage.
Number of Generation Attempts and System Performance
The system currently permits multiple logo generation attempts within a session. However, logo generation can take time, and sessions may expire before users complete their exploration.
Providing clearer guidance on:
- usage limits,
- session duration, and
- any attempt thresholds
would help manage user expectations and improve the overall experience, particularly for first-time applicants.
Language and Accessibility
At present, the interface and disclaimers are available only in English, despite the service being offered by a local authority to a diverse user base.
Introducing Arabic-language support, particularly for disclaimers and legal notices, would significantly enhance accessibility and ensure that users fully understand the limitations, risks, and legal implications associated with AI-generated logos.
Preliminary Examination Feature
Although system performance has improved, the preliminary acceptance or initial examination feature is not currently visible to users and appears to be accessible only to examiners.
Once activated for public use, it will be important to:
- clearly define the validity period of any preliminary result; and
- emphasise that such outcomes do not replace the need to file a formal trade mark application or complete the full registration process.
This clarity is particularly critical for users unfamiliar with trade mark procedures, who may otherwise misinterpret a preliminary indication as final approval.
Important Disclaimer and User Expectations
MOET has clarified that the Logo Generator is provided for guidance purposes only. In particular:
- AI-generated logos and any preliminary outputs do not constitute final acceptance or approval;
- registrability is not guaranteed;
- responsibility for compliance with applicable laws, regulations, and third-party rights rests entirely with the applicant; and
- final acceptance or refusal remains subject to full legal and technical examination by the TMO.
Applicants should therefore avoid relying solely on AI-generated outputs when making branding or filing decisions.
Why This Initiative Matters
The introduction of the AI-powered Logo Generator reflects a positive and forward-looking approach by the UAE Trade Mark Office. The initiative supports:
- originality and creativity in brand development;
- early awareness of trade mark considerations;
- innovation through accessible digital tools; and
- the positioning of AI as a supportive aid, rather than a substitute for professional advice.
When used appropriately, the tool can add real value at the idea-generation stage of brand development.
AI as a Starting Point, Not the Final Word
The AI-powered Logo Generator on the UAE Trade Mark Portal is a useful starting point for businesses seeking inspiration and basic branding support. However, it does not replace clearance searches, legal assessment, or professional advice.
Applicants and trade mark agents are strongly encouraged to treat the tool as an initial creative aid only, while ensuring that all trade mark filings fully comply with UAE legal requirements and registrability standards.
We will continue to monitor developments and share further updates as this service evolves. Users are also encouraged to explore the tool and share feedback with MOET and the Communication Committee, which will assist in preparing future circulars reflecting practical user experience.
