The -shaped trademark emphasizes the shape of the piece, such as the "Li Ning" trademark. There is no word Li Ning in the shape, but it is represented by a long-tailed "L".

word mark does not emphasize form, but emphasizes the combination of words or letters, such as the "SONY" trademark, and the letter combination is "Sony". No matter in Sony's TV, camera or other products, only letters are seen, and there is no shape.