Anyone planning to file a trademark faces an early strategic decision: protect just the name, just the logo — or both? The right answer depends on what you position yourself with in the market.

Word mark — protects the lettering

A word mark protects the sequence of letters or digits regardless of the font, colour or size in which it is used. It is therefore the most flexible trademark form — and remains protected even when you redesign your logo.

Example: “Tonninger Schermaier” as a word mark protects this lettering in any typographic execution — classic, modern or italic.

Combined word/figurative mark — protects the design

A combined mark protects the specific graphic execution: lettering plus graphic elements plus colours. It is the right choice when your visual identity is a central recognition feature — for instance when clients immediately recognise your logo from the branding alone.

Example: The orange TSP square with the lettering “Tonninger Schermaier & Partner” is a combined mark. Protected is exactly this designed combination.

The downside: on every logo redesign you at least have to consider whether the mark needs to be refiled, because the subject of protection potentially changes.

Figurative mark — only the graphic element

A pure figurative mark contains no lettering. It protects purely graphic signs — symbols, emblems, abstract design elements. It makes sense when your logo is uniquely recognisable even without lettering.

Which variant is the right one?

The answer depends on your strategy:

  • You sell primarily via the name (word mark protects most broadly)
  • Your visual identity is central (combined mark protects the logo)
  • You have a symbol that stands on its own (a pure figurative mark complements sensibly)

We frequently recommend a combination strategy: word mark for the name plus combined mark for the current logo. That way you are protected against both name imitations and logo free-riders — and you can redesign the logo later without losing word protection.

Which strategy makes sense for your business can be clarified in a short initial consultation — including class selection and geographic scope of protection.

This article is for general information and does not constitute legal advice in any specific case.