How long do trademarks last? They can last forever, in theory. Bass beer’s distinctive red triangle label was the UK’s first registered trademark back in 1876. It is UK trademark registration Number 00000000001. However, trademark rights disappear if they’re not in continuous use. Use it or lose it. Loss of rights in a trademark is referred to as “abandonment.” I’ve written about trademark abandonment before, but a recent high-profile case involving Google’s Android mark has brought the issue to the public’s attention yet again.