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