A graphic trademark refers to a trademark that consists only of graphics, while a word trademark refers to a trademark that consists of only words.

1. Graphic trademark refers to a mark consisting only of graphics and used on goods or services. Graphics can be drawn from a wide range of materials, including quasi-physical concrete things and flat icons and symbols. The most important feature of graphic trademarks is that they are vivid and easy to recognize and remember.

2. The so-called word trademark refers to a mark consisting of Chinese characters, letters, numbers or other words used on goods or services. Compared with graphic trademarks, the most important feature of word trademarks is that they are easier to name and describe. Since it is obviously easier to transmit textual information than picture information, the communication cost of wordmarks is also lower. Some good wordmarks have even become our daily vocabulary.

3. Graphic trademarks have the following advantages: intuitive, vivid, and contagious, and help companies implement differentiated brand strategies. It is not restricted by language, region, etc., and is more conducive to public recognition and memory.

4. Graphic trademarks have the following disadvantages: Compared with word trademarks, they are not conducive to name and communication. It is more difficult to search for graphic trademarks. Compared with word trademarks, the probability of successful registration is relatively low.

5. Word trademarks have the following advantages: word trademarks have shape, sound, and meaning at the same time, which are used to sense the eyes, ears, and hearts respectively. They can convey information intuitively and are easy to call. The registration success rate of word trademarks is relatively high, because word trademarks are relatively easy to search and similarities with other trademarks can be avoided in advance, so the probability of passing the review is relatively high.

6. Word trademarks also have the following shortcomings: they are greatly affected by language and region. For example, trademarks with foreign characters are more difficult to remember and recognize by local people. This is why international brands generally target host countries. Reasons for re-registering local word trademarks. Some can only convey indescribable meanings, which are easier to convey through graphics, but word trademarks are lacking in this kind of expression.

7. The choice between graphic trademarks and word trademarks should depend on the company’s main business. In terms of design trends, word trademarks are becoming more and more popular.