Can a figurative trademark include text?

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Written by Tomas Orsula

Senior Trademark Attorney

Yes, a figurative trademark can include text but does not have to. If a figurative trademark includes text, it is usually stylized to match the brand's identity.

It is also possible that the stylized text is the only element of the mark. In such cases, the text gains protection together with the stylization. A good example of such a trademark is Subway, with its yellow and green colour palette and arrows on the letters S and Y.

Other variations might include a logo or an icon accompanied by text—for example, the Costa coffee figurative trademark.

Other figurative marks might include icons, drawings, or even holograms. Specific colour shades can also gain trademark protection, for example, Pantone colour trademarks.

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