China's culture is extensive and profound, with rich and colorful characters and varied writing styles, such as running script, cursive script, official script and capitalization. The appearance of the same word, simplified and traditional characters is very different. Therefore, it is a consistent principle of trademark management to use whatever font you register. However, there are few changes in trademark management (for example, registration is handwritten, but use is printed; Use italics for registration and boldface for use), which can generally safeguard the exclusive right to use trademarks; However, the trademark registrant had better re-register the font form used. Article 37 of the Trademark Law stipulates: "The exclusive right to use a registered trademark is limited to the registered trademark and the goods approved for use." Therefore, after the text is registered as a trademark, if it is a simplified word, traditional Chinese characters will be used; Or the registered traditional Chinese characters, but the simplified characters are actually used, it shall be regarded as a change of the words, figures or their combinations of the registered trademark, and may be handled in accordance with the provisions of Article 30 of the Trademark Law. Some people think that registered printed words, especially printed words in letter form, can be expressed in words in use, and font changes in letter form are not only allowed, but also protected in many ways. In other words, if printed words are registered, others will be punished as long as they are the same as printed letters. In fact, this is not entirely correct. First, the same letter, due to different writing methods, can form a completely different appearance image; Second, different letters, due to different writing styles, will be considered as the same letter. Therefore, we must adhere to the principle of "protecting the exclusive right to use a trademark is limited to registered trademarks". The protection scope of standard printed words without originality is smaller than that of other writing styles. Therefore, it is best for trademark registrants to register word mark with their own style to show the distinctiveness of the trademark in writing form.