When do you need to provide a translation and transliteration for a trademark in the United States?

When you apply to register a trademark that includes words in a language other than English, you must provide an English translation of those words. This rule also applies if the trademark is a combination of words where at least one is non-English and can be clearly identified. The translation should be a commonly understood English phrase that matches the meaning of the non-English term. For example, the French phrase "mais oui" should be translated as "why, certainly" or "why, of course," instead of the literal "but yes."

If the trademark uses non-Latin characters, you also need to provide a transliteration, which means spelling out the non-Latin words using Latin letters. For instance, the Chinese character "文" is transliterated as "Wen," which translates to "culture" or "writing" in English.