Would the risk of registering a word trademark be higher than registering a logo trademark?

Photo of Jan Buza

Written by Jan Buza

Co-founder of Trama

The risk of registering a wordmark is not inherently higher than a logo. However, the level of risk for both is primarily determined by distinctiveness, and figurative marks tend to be more distinctive due to their visual elements.

Wordmarks are assessed against other wordmarks (and sometimes against combined marks) for phonetic, visual, and conceptual similarity. Figurative marks are assessed against other figurative marks for visual similarity. In practice, a wordmark search is often more straightforward because the comparison is text-based; a figurative mark comparison involves image analysis, which can be less predictable.

Where a proposed name is highly similar to an existing registered wordmark, applying for a figurative mark incorporating that name does not eliminate the conflict; the name element is still considered in the similarity assessment.

Advice icon

Haven't found what you are looking for?

Our team of experienced trademark attorneys is here to help you! Simply send us an email outlining your request and we'll be happy to assist you.