The short answer
Personal names can generally be registered as trademarks in Switzerland. The particular sign and the goods or services still matter. Having that name yourself does not replace a search for earlier trademarks or the decision about who should own the brand used by your business.
First name, surname or the complete combination?
Decide how customers should recognise your offering: by your full name, your surname alone or a combination with another word. These versions can create different impressions. Registering the complete name is not simply the same as obtaining independent protection for every component within it.
The IPI guidelines generally treat personal names as potentially registrable signs. Certain famous names can nevertheless have a descriptive connection, for example when they identify a product's subject matter. Consider the relationship between the particular name and the specified goods rather than relying only on its origin as a person's name.
Your identity document does not replace a trademark search
Search similar spellings, shortened versions and the names of businesses already operating. An earlier trademark can matter even when its owner has no family connection to you. The IPI does not resolve these conflicts during registration, so a successful application does not provide comprehensive clearance to use the name.
For a relevant result, record which offerings and countries the earlier right covers. Have uncertain overlaps assessed before printing packaging or investing in a substantial advertising campaign. Name and personality rights may also require separate consideration, particularly if you intend to use the name of another person rather than your own.
Separate personal identity from business ownership
A trademark based on your name raises an early ownership question. Should it belong to you personally or to your company? Discuss who may use it after your departure, a licence or the sale of the business. The register entry does not fully answer these contractual questions about future use.
Write down the intended sign, the people involved and your long-term role in the business. Address additional name elements and new offerings expressly in the agreement. This preparation helps reveal whether the proposed commercial identity fits a future handover or creates dependencies that should be resolved before filing the application.
Sources: IPI: 2026 guidelines on personal names · IPI: Conflicts with earlier trademarks
What you can do now
- Choose the exact version of the name customers will see.
- Search similar names used for related offerings.
- Discuss ownership and use after leaving the business.
Frequently asked questions
Can I use a protected name because it is my surname?
That fact alone does not settle the question. The earlier rights, specific use and offering need assessment; having the name yourself does not automatically remove a potential conflict.
Must the trademark owner have the same name?
Under the IPI guidelines, examination of absolute grounds generally does not require that identity. This does not replace assessing the rights of the person concerned or any earlier distinctive signs.