Any original text or graphics created by you, or for you by someone being paid by you to create it for you, is something you will own the copyright in. You don't have to register copyright (registering copyright adds comparatively little to protection), but should use the C-in-a-circle symbol with such content to show that you are asserting copyright and will protect i.You can protect an original mark, logo, catchphrase, etc. as a trade- or servicemark IF it meets the criteria (e.g. not descriptive or generic; original; etc.) for being a trademark; you can find those criteria on the U.S. PTO website. You don't *have* to register the mark (you can just use the superscript "TM" with it to show that you are asserting trademark), but registration of trademark is recommended: it greatly increases your protection and lets you use the R-in-a-circle mark. You can only trademark when you are using, or about to use (within 6 months) the mark in actual commerce--you can't do it that much in advance.You can't protect ideas or business plans generally--they are not intellectual property--but you can protect them contractually: do not disclose anything important or proprietary to anyone unless they sign a confidentiality/non-disclosure agreement. You could draft one yourself and can find samples on the web, but if you think your ideas, plan, etc. are important, you are strongly encouraged to let an attorney draw up this important agreement for you.