The various types of trademarks
Apr 25, 2025
Introduction
The choice of the right types of trademarks is a strategic decision that can significantly affect the success of your company. A registered trademark protects your corporate identity and differentiates your products or services from those of the competition.
Swiss trademark law distinguishes between different types of trademarks, with three being particularly common:
Word mark: Consists exclusively of words, letters, or numbers
Figurative mark: Includes graphic elements without text
Combined word and figurative mark: Combines text and image elements
The decision for the right type of trademark requires a careful analysis of your business objectives and marketing strategy. Professional trademark protection secures your corporate identity and forms the foundation for sustainable brand building in the Swiss market. This article provides an overview of the following contents.
What is a word mark?
A word mark consists exclusively of words, letters, numbers, or other characters. It is the simplest and most common form of trademark registration. Word marks protect the pure text regardless of its graphic design.
Essential characteristics:
Pure textual representation without pictorial elements
Protection regardless of font, size, or color
Flexibly applicable in various designs
Easy use in all communication media
Examples of well-known word marks:
MIGROS
NESTLÉ
ROLEX
Word marks are particularly suitable for companies that value maximum flexibility in visual design. The scope of protection extends to the exact sequence of letters as well as similarly sounding or written names that could lead to confusion.
What is a figurative mark?
A figurative mark consists exclusively of graphic elements such as logos, symbols, drawings, or designs - without any text. These visual signs serve the clear identification of a company or its products.
Characteristic features:
Pure graphic design
No word or text components
High recognition value through unique design
Universal understandability across language barriers
Known examples of figurative marks:
The Apple of Apple
The three stripes of Adidas
The Shell of Shell
The star of Mercedes
Figurative marks are particularly suitable for international companies as they work independently of language. They create a direct emotional connection with the viewer and remain quickly in memory due to their visual distinctiveness. The scope of protection of a figurative mark extends to the specific graphic design and similar representations that could lead to confusion.
What is a word and figurative mark?
A word and figurative mark combines the strengths of word and figurative marks in a protected trademark form. It consists of a unique combination of graphic elements with lettering or texts. It offers protection for the combination of word and image. Important: The word and figurative mark does not, however, protect the individual elements of word and image unless they are registered separately.
The characteristic features of a word and figurative mark are:
Integration of text and design in a uniform appearance
Specific arrangement of the elements in relation to each other
Defined colors, fonts, and proportions
Inseparable connection between graphic and textual components
Known examples of word and figurative marks:
SBB with the characteristic double arrow
Migros with the distinctive orange "M"
The Google lettering in the four brand colors
Word and figurative marks are suitable for various types of companies: firms with high visual recognition value, international companies, service providers, start-ups, and traditional businesses. They are particularly popular in creative industries, hospitality, retail, and the technology sector, where they visually communicate expertise, innovation, and identity.
Advantages and disadvantages of different types of trademarks
Word marks
✓ Easy transferability to different media
✓ Clear legal protection position
✗ Limited visual expression possibilities
✗ Language barriers in international use
Figurative marks
✓ Well-suited internationally
✓ High recognition and symbolic value
✗ Complex legal security
✗ Limited use in text-based media
Word and figurative marks
✓ Great distinguishing power
✓ Extensive legal protection of word and design
✗ Binding to specific design
✗ No protection of the pure word or the pure logo alone
The choice of the optimal type of trademark depends on the individual corporate strategy, the area of application, and the planned geographic scope of protection.
Factors in choosing a trademark
The choice of a type of trademark requires a thorough trademark search with a similarity check of existing trademarks. An analysis of the target group and market segments is just as important as checking international usability. Planning must also consider registration fees and follow-up costs to make an informed decision.
The chosen type of trademark directly influences the enforceability of the trademark protection.
The legal protectability depends on the uniqueness and distinctive feature of the mark. Professional trademark advice helps to assess these aspects and develop the optimal trademark strategy.
Conclusion
The choice between word mark, figurative mark, or word and figurative mark is a strategic decision that significantly influences the long-term success of your company.
Professional trademark registration by experts ensures you optimal protection and minimizes legal risks. Jurata® supports you in the registration - contact us for individual advice.