What is a figurative trademark?

Photo of Jan Buza

Written by Jan Buza

Co-founder of Trama

A figurative trademark or a logo trademark is a mark that includes particular visual elements. It can be a custom font, an icon, a drawing, or a graphic feature.

A logo trademark must be associated with particular goods and services that a given brand sells to be registrable.

Similarly, the logo mark must be unique enough in order to indicate a source or given goods and services and distinguish them from other goods and services on the market. If the logo is too generic, it can get refused by the IP office due to a lack of distinctive character.

A figurative mark can solely consist of stylized text - for example, the CNN logo. It can also be strictly visual, not including any letters, numbers, or symbols. Another type of logo trademark is a combination of text and graphics, for example, the Red Bull logo.

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