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 application. Word marks protect the pure text regardless of its graphic design.
Essential properties:
Purely textual design without visual elements
Protection independent of font, size or color
Flexible use in different 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 similar sounding or written designations 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 component. These visual signs serve to uniquely identify a company or its products.
Characteristic features:
Purely graphic design
No word or text components
High recognition value thanks to unique design
Universal comprehensibility across language barriers
Well-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 function independently of language. They create a direct emotional connection with the viewer and, thanks to their visual presence, are quickly remembered. The scope of protection of a figurative mark extends to the concrete graphic design and similar representations that could lead to confusion.
What is a word-figurative mark?
A word-figurative mark combines the strengths of word and figurative marks in a protected trademark form. It consists of an individual combination of graphic elements with logos or text. It offers protection for the combination of word and image. Important: However, the word-figurative mark does not protect the individual components of word and image unless they are registered separately.
The characteristic features of a word-figurative mark are:
Integration of text and design in a uniform appearance
Specific arrangement of elements in relation to each other
Defined colors, fonts and proportions
Inseparable connection between graphic and textual components
Well-known examples of word-figurative marks:
SBB with the characteristic double arrow
Migros with the striking orange "M"
The Google lettering in the four brand colors
Word-figurative marks are suitable for various types of companies: companies with high visual recognition value, international companies, service providers, start-ups and traditional businesses. They are particularly popular in the creative industries, gastronomy, retail and technology sectors, where they visually communicate expertise, innovation and identity.
Advantages and disadvantages of the 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
✓ Easy to use internationally
✓ High recognition and symbolic value
✗ Complex legal protection
✗ Limited use in text-based media
Word-figurative marks
✓ High distinctiveness
✓ Comprehensive legal protection of word and design
✗ Binding to a concrete design
✗ No protection of the pure word or the pure image alone
The choice of the optimal trademark type depends on the individual company strategy, the area of application and the planned geographic scope of protection.
Factors when selecting a trademark
The choice of a trademark type 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. The planning must also take registration fees and subsequent costs into account in order to make an informed decision.
The chosen trademark type directly influences the enforceability of trademark protection.
The legal protectability depends on the uniqueness and distinctiveness of the trademark. Professional trademark advice helps to evaluate these aspects and to develop the optimal trademark strategy.
Conclusion
The choice between a word mark, figurative mark or word-figurative mark is a strategic decision that significantly influences the long-term success of your company.
A professional trademark registration by specialists ensures optimal protection and minimizes legal risks. Jurata® supports you with the registration - contact us for an individual consultation.
