Joseph S. Heino

Joseph Heino, Amundsen Davis LLC Photo


For Joe, it is a privilege and honor to represent his client’s interests. He has spent the last several decades assisting clients with patent, trademark, copyright and trade secret law, as well as licensing and franchising.

Joe represents a wide range of clients in the local, regional and national manufacturing and service sectors. Many of his clients include inventors, innovators, entrepreneurs, health care providers, business owners, software developers and manufacturers. He helps those clients build fences around their intellectual property, allowing them to maintain technological and market advantages over their competitors. Joe assists clients with conducting on-site intellectual property audits and training seminars to raise client awareness as to the existence of intellectual property assets and to develop intellectual property strategies to protect those assets.

Joe helps clients prevent IP infringement claims by providing analysis and written opinion of counsel to minimize exposure against potentially adverse intellectual property infringement claims. He also has experience assisting clients in preparing non-infringement analyses and written opinions where the clients have been accused of intellectual property infringement. He advises on strategies to assert and/or defend intellectual property infringement claims.

His background and experience involves assisting clients with intellectual property matters relating to electrical, mechanical and electromechanical technologies. He specifically assists clients with matters relating to scientific and medical devices, electrical and electronic devices, metal ionization methods and devices, energy conservation techniques, automated machining, computer software and computer peripherals, as well as innovative business methods, trademarks and service marks.

Prior to law school, he studied electrical engineering. He is familiar with the black and white concepts that often dominate his clients’ fields, and he has decades of experience helping his clients navigate strategies that involve many shades of gray.

Beyond practice law, Joe is also the author of a fiction novel “Seamless”, a Midwestern ghost story that explores the unsettling possibility of interdimensional contact.


Membership & Involvement

Member: American Bar Association (ABA), Forum on Franchising; American Intellectual Property Lawyers Association (AIPLA); Wisconsin Intellectual Property Lawyers Association (WIPLA); Institute of Electrical and Electronics Engineers (IEEE); IEEE Engineering in Medicine and Biology Society; IEEE Magnetics Society


  • Selected to BizTimes Notable Intellectual Property Attorneys list: 2024
  • Selected to The Best Lawyers in America® in Trademark Law: 2015, 2016, 2017, 2018, 2019, 2020, 2021, 2022, 2024
  • Listed in Chambers USA as a leader in Intellectual Property Law: 2013, 2014, 2015, 2016, 2017, 2018, 2019, 2020, 2021, 2022, 2023
  • SBA Award Recipient - Legal Assistance: 2012

Resources & Insights


Speaking Engagements

Published Works


Marquette University Law School, J.D.

Marquette University, B.S.E.E., magna cum laude


  • U.S. Patent & Trademark Office
  • Wisconsin
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