Whether a registered trademark uses words or graphics depends on personal preference, and each has its own characteristics.

Features of graphic trademark:

1. Advantages of graphic trademark:

Intuitive, vivid and infectious, which helps the company to implement differentiated brand strategy;

it is not limited by language and region, which is more conducive to public recognition and memory.

2. Disadvantages of graphic trademarks:

Compared with word mark, it is not conducive to address and spread;

It is difficult to query graphic trademarks. Compared with word mark, the probability of successful registration is relatively low.

word mark's characteristics:

1. Advantages of word mark:

word mark has both form, sound and meaning, which are used to sense eyes, ears and hearts respectively, and can convey information intuitively, making it easy to address;

The success rate of registration in word mark is relatively high, because it is relatively easy for word mark to inquire and avoid being similar to other trademarks in advance, so the probability of passing the examination is relatively high.

2. Disadvantages of word mark:

It is greatly influenced by language and region. For example, trademarks in foreign languages are more difficult for local people to remember and recognize, which is why international brands usually re-register local word mark for the host country;

Some meanings that can only be understood but are hard to express are more easily conveyed through graphics, but word mark lacks such expressions.

Therefore, how to choose:

1. Flexible choice according to the company's business

Generally speaking, mass consumer goods should adopt more lively forms of expression, and graphic trademarks or combination trademarks of graphics and characters are good choices, while minority consumer goods need to make choices according to the tastes and preferences of target customers. For example, the professional service industry should be more inclined to word mark to highlight its preciseness and stability.

2. word mark is more popular in design

Because it is not convenient to address and spread, there are few simple graphic trademarks. We suggest that trademark applicants apply for graphic trademarks and word mark at the same time. Because of the high success rate of word mark's application, trademark applicants can apply for word mark as a defense first, and then continue to apply for graphic trademarks after the graphic design is completed.

3. Pay attention to the infringement risk of word mark fonts

In order to reduce costs, many entrepreneurs directly download commercial fonts from the Internet for trademark registration. Without authorization, most commercial fonts are prohibited from commercial use, and once they are sued by font companies, they may face huge compensation. Today, with the continuous strengthening of copyright protection in our country, every entrepreneur should have copyright awareness.