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Which type of a trademark offers a better probability for approval by the IPO - word or logo?

Written by Jan Buza

Co-founder of Trama

Wordmarks and figurative marks are assessed on the same criteria, so neither is more likely to succeed from the get-go. Wordmarks are easier to assess, since comparisons with earlier marks are text-based. This makes the outcome more predictable, though not inherently more favorable.

On the other hand, figurative marks have a practical advantage when the name element is weaker by adding a distinctive visual component that lifts the overall mark above the registration threshold. If you’re attempting to register a descriptive name, for example, then a distinctive logo with unique visual elements may succeed, even though a wordmark on its own wouldn’t.

In either case, the primary determinant of approval is the distinctiveness of the mark and the absence of conflicting earlier registrations, not the type of mark.

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