Can I increase the distinctiveness of my word mark by changing the font?

Photo of Jan Buza

Written by Jan Buza

Co-founder of Trama

No, if your word mark lacks distinctiveness, you can't increase it by changing the font. A word mark is a type of trademark that protects only the name/phrase itself apart from any stylisation.

Stylistic changes can, however, make a difference when applying for a figurative mark. In fact, we often advise our clients whose word marks aren't distinctive enough to add a distinct graphical element to the brand name and try to register a figurative (logo) trademark instead. Since logos are inherently more varied than text alone, this option increases the chances of successful registration - with the caveat that the protection will extend to the new logo, so if you want to go this route, you should submit a logo you will actually be using.

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