word mark can be composed of various characters, types and letters.

word mark refers to a sign made up of Chinese characters and their pinyin letters or other characters and letters, which is used in goods or services. Word mark is a major trademark form. Because it is easy to call, most enterprises will choose words as the first choice for trademark registration and use.

words as trademarks are not necessarily meaningful words, but at least they can be read. Because word mark has the advantages of clear expression, good visual effect and easy recognition and memorization, the design of trademarks tends to be literal.

First, word mark is easy to call, with the advantages of clear expression, good visual effect, easy recognition and easy memory. In this way, it occupies a core position in the enterprise trademark system. Therefore, the design of trademarks is becoming more and more literal.

Second, word mark is restricted by ethnic groups and regions. For example, Chinese character trademarks are not easy to identify abroad. Foreign trademarks are not easy to identify in China. Minority languages are also limited by certain regions; Therefore, when using national characters, it is generally necessary to add other words to facilitate identification.

the relationship between service trademark and enterprise name:

1. The components are different. The name of an enterprise generally consists of the name of the administrative division, the font size, the characteristics of the industry or operation, and the organizational form. A trademark can only be composed of a significant part that distinguishes it from the services provided by others.

2. Different functions. Service trademarks only distinguish different service sources, while enterprise names can identify the operations of different enterprises, including services and commodities. An enterprise can have multiple trademarks of services or commodities, but there is generally only one enterprise name.

3. The applicable legal procedures are different. A service trademark can be used without registration as long as it does not violate the provisions prohibited by the Trademark Law or infringe upon the exclusive right of others to use a trademark, but it has no exclusive right. The enterprise name must be approved and registered by the competent authority designated by the state before it can be used.

4. The scope of exclusive right is different. Once a service trademark is approved and registered, it enjoys the exclusive right in the whole country. The enterprise name only enjoys the exclusive right in the specified area.

5. Different forms of expression. The expression forms of service trademarks are words, figures and their combinations, and enterprise names can only be expressed in words.

6. the applicable law is different. There are great differences in laws regulating enterprise names in different countries, while trademarks are regulated by the Trademark Law.

7. Trademarks may be transferred or licensed for use by others, but enterprise names may not be transferred separately or allowed for use by others.