Word Mark vs Logo Mark: What’s the Difference and Which One Should You Register?
Introduction
If you're building a brand, one question always pops up:
Should I trademark my name or my logo—or both?
In this post, we’ll explain the difference between a word mark and a logo mark (also called a figurative mark), how the UK Intellectual Property Office (UKIPO) classifies trademarks, and which one is best for your business.
🔤 What Is a Word Mark?
A word mark protects the text of your name, slogan, or phrase. It doesn’t cover how it looks—just the wording itself.
✅ Examples:
“Sort My Mark” in plain text
“Nike” (without the swoosh)
“Just Do It”
When you register a word mark, you can use it in any font, colour, or design and still be protected.
👉 Best for:
✔ Brand names
✔ Slogans
✔ Startups wanting flexibility
🖼️ What Is a Logo (Figurative) Mark?
A logo mark protects your visual design, such as layout, style, fonts, and colours.
This is also called a figurative mark or device mark by UKIPO.
✅ Examples:
Apple logo (the image only)
Starbucks mermaid
A stylised version of your brand name
⚠️ Note: You’re only protected for the exact design you register.
👉 Best for:
✔ Established visual brands
✔ Distinctive designs
✔ Logos that don't include text
🧩 What Is a Combined Mark?
A combined mark is your name + logo registered as one trademark.
✅ Example:
"Sort My Mark" in stylised font with an icon
But remember: this only protects the full combination, not the name or image separately.
🇬🇧 UKIPO Trademark Types (Simplified)
UKIPO allows many types, but most small businesses choose:
✅ Word marks
✅ Figurative (logo) marks
✅ Combined marks
Other types (sound, shape, colour) exist but are more specialised.
🤔 Which One Should You Register?
Your GoalSuggested MarkMaximum name protection✅ Word MarkDistinctive visuals you want to guard✅ Logo MarkLimited budget, new brand✅ Word Mark firstBudget allows for both✅ Register both
🎯 Tip: Start with a word mark if your budget is tight—it gives you broad rights and future flexibility.
🛡️ Need Help with This?
At Sort My Mark, we take the guesswork out of trademarks.
We offer:
✅ Affordable search & filing packages
✅ Guidance on word vs logo marks
✅ Support with UKIPO applications