The word mark refers to the sign composed of Chinese characters and their phonetic letters or other words and letters used in goods or services. Word mark is a major trademark form. Because it is convenient 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, easy identification and memory, the design of trademarks tends to be literal.