Wordmark or Figurative Mark: Which Should You File?
A wordmark protects wording in a standard form; a figurative mark protects a specific visual presentation. The right choice depends on how your brand is used.
The difference is what the application puts on the record
A wordmark application focuses on the wording in a standard character form. It is generally intended to protect the name or slogan as words, rather than one precise typeface or layout. A figurative mark covers the visual representation filed: it may be a symbol alone or a combined logo containing words and graphic elements. The exact effect depends on the register and the sign submitted.
A wordmark does not automatically protect a separate icon, and a logo filing does not necessarily give the same broad coverage for the wording in every presentation. The EUIPO trade mark overview describes the types of marks accepted in the EU system. Search both the verbal elements and the design elements before choosing the filing.
Which element do customers recognise?
If customers say the brand name aloud, type it into search or recommend it to friends, the wording may be the main asset. If they recognise a distinctive icon even without the name, the visual mark may matter. Many businesses use both together, but the combined logo can change every time the design changes. Consider whether the company can afford and maintain separate protection for a core name and a core logo.
Imagine the mark in plain text on an invoice, in a mobile app icon, on a small product label and on a billboard. If the name remains recognisable across these settings while the layout changes, a wordmark may be valuable. If the visual composition itself carries the identity, a figurative filing may be important. These are planning examples, not a prediction of the legal outcome.
A combined logo is not a shortcut around clearance
Adding a graphic to a name does not guarantee that the wording is clear or distinctive. If another business owns a similar word mark for related services, a decorative device may not remove the concern. Conversely, a common word may be difficult to protect broadly even when presented in a stylish logo. Review each element and the whole impression of the sign.
When a combined logo is filed, keep the representation stable and use the mark consistently. A later redesign with different wording, composition or symbol may not match the original registration. If the new version is important, compare it with the registered mark and consider a separate application. Keep dated artwork and brand guidelines so the business can explain how the mark evolved.
Budget and filing strategy
The costs depend on the office, number of classes, professional support and any funding rules. An EU application fee generally covers one application, not an unlimited number of marks. Filing both a wordmark and a logo may mean two applications. Check the current official fee schedule before comparing options; do not rely on a historical calculator or a future SME Fund 2027 estimate.
A staged strategy can work: protect the name that drives customer recognition first, then assess the logo when the design is stable. Another business may need both at launch because the logo is central to packaging or licensing. The decision should come from the brand’s commercial use and the search results, not a generic claim that one mark type is always better.
Choice checklist
Ask what customers recognise, whether the wording is distinctive, how often the visual design changes, what the search found, which goods and services matter, and whether the budget supports one or two applications. Keep the filed artwork and wording exactly as submitted. Neither a wordmark nor a figurative mark automatically covers every future version of a brand.