Trademark Registration – What to Choose: Word Mark, Logo, or Graphic?
Trademark registration is a key step in building a strong and secure brand. Entrepreneurs often wonder whether it’s better to register a logo, a word mark, or just the graphic element. The choice of the right form of protection affects the scope of rights, business security, and the effectiveness of enforcing your entitlements. Below, we discuss the pros and cons of each option – from the perspective of experienced trademark attorneys at our intellectual property law firm in Poznań.
Word Mark – Broad Protection for the Name
Examples of word trademarks:
- ADIDAS EUTM-014591754
- Gdy potrzeba siana… …zadzwoń do Bociana R.292303
- KWIATEK DENTAL CLINIC R.367378
Advantages:
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Provides the broadest protection for the verbal layer of your brand – it protects the name regardless of the graphic design used.
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Allows you to pursue claims against competitors using an identical or similar name, even in a completely different graphic form.
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No need for re-registration when changing the logo or graphic style – simply renew the word mark registration.
Disadvantages:
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Does not protect the graphic – if a competitor uses a different word but a very similar graphic to your logo, you cannot rely on word mark protection.
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Registration is more difficult if the name is descriptive or lacks originality – the intellectual property office may refuse protection.
Word and Device Mark (Logo) – Protection for Name and Graphic
Examples of word and device trademarks:
Advantages:
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Protects both the verbal and graphic elements – effective protection against counterfeiting of the logo, the contained name, or its graphic elements.
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Easier to register a logo than just a name when the name is descriptive – a distinctive graphic increases the chances of obtaining protection.
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Allows effective action against counterfeits that may mislead customers, even if they differ in minor details.
Disadvantages:
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Protection applies to a specific graphic form – any significant change to the logo (e.g., rebranding) requires a new registration.
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Harder to enforce rights when a competitor uses a similar name but a completely different graphic.
Graphic Mark (Emblem/Logo without Text)
Examples of graphic trademarks:
Advantages:
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Protects only the graphic, which is beneficial if the logo functions independently of the name (e.g., emblems, icons).
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Effective protection against copying unique graphic elements of the brand – if someone copies only your emblem, it’s easier to enforce your rights if you have registered the emblem as a graphic trademark, not just as part of a word-graphic mark.
Disadvantages:
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Does not protect the name or verbal layer – a competitor may use the same name in a different graphic, and you won’t have grounds for claims (unless based on copyright, which is much harder than with a registered trademark).
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Protection is limited only to the specific graphic.
Other Types of Trademarks
There are more types of trademarks than just the three listed above. Find out more about types of trademarks and see examples on our website.
What Strategy Should You Choose? Is It Better to Register a Logo or a Word Mark?
The best intellectual property law firms and experienced trademark attorneys recommend a comprehensive approach: for full brand protection, consider registering both a word mark and a word-graphic mark (logo). This way, you gain broad protection for your name and secure your unique graphic against counterfeiting.
Trademark Registration Process and the Role of a Trademark Attorney
Trademark registration – regardless of the form chosen – is best carried out with the help of an experienced trademark attorney or intellectual property law firm. Such an expert will conduct a registrability search, advise on the optimal strategy, and guide you through the entire registration process at the patent office.
Remember:
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Trademark registration gives you the right to use the ® symbol and effective tools to fight unfair competition.
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There is no such thing as a patent for a logo in the strict sense – logos and names can be registered as trademarks, not technical patents.
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If you’re wondering how to “patent” a logo or name, contact an intellectual property attorney – they will advise you on the best strategy. An intellectual property law firm will recommend the most beneficial solution.
Summary
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Word mark – broad protection for the name, no protection for the graphic, more difficult registration if the mark is descriptive.
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Word and device mark (logo) – protection for both name and graphic, easier registration.
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Graphic mark – protection for the graphic only, no protection for the name.
The choice of registration form depends on your brand strategy and business specifics. Consult a patent attorney to effectively secure your business and enjoy legal peace of mind.
Looking for help with trademark registration? Contact our intellectual property law firm PATENTBOX – a trademark attorney in Poznań will advise you on the best brand protection strategy.