Trade Marks

Word Trade Mark or Logo Trade Mark - Do I Need to Register Both?

Max Steinhausen

When it comes to protecting your brand identity and intellectual property, trade marks play a crucial role. Trade marks are essential for distinguishing your products or services from those of your competitors, and they can be a valuable asset for your business. However, as a business owner or entrepreneur, you may wonder whether you should register a word trade mark, a logo trade mark, or both. In this article, we'll explore the differences between word and logo trade marks and help you determine whether you need to register both types.

Understanding Word Trade Marks

A word trade mark, also known as a standard character trade mark, protects the specific wording or text of your brand name, slogan, or product name. This type of trade mark registration is the most basic and versatile, as it covers the textual representation of your mark in any font, style, or color. Word trade marks are suitable for businesses whose branding primarily relies on the textual aspect of their name or slogan.

Benefits of Registering a Word Trade Mark:

  1. Broad Protection: Word trade marks provide broad protection because they cover the use of your brand name or slogan in various contexts, regardless of the font or style used.
  2. Flexibility: You can use your word trade mark on various marketing materials, including business cards, letterheads, websites, and product packaging.
  3. Simplicity: Using and registering a word trade mark is easy as you do not need to worry about the specific representation of your trade mark or register a colour claim.

Understanding Logo Trade Marks

A logo trade mark, on the other hand, protects the visual design or graphical representation of your brand. This can include images, graphics, symbols, or a combination of these elements. Logo trade marks are ideal for businesses whose branding heavily relies on visual elements and where the logo is a significant part of their brand identity.

Benefits of Registering a Logo Trade Mark:

  1. Visual Identity Protection: Logo trade marks safeguard the unique design elements that represent your brand, making them essential for businesses with distinctive logos.
  2. Brand Recognition: A well-designed logo can help customers recognize your brand instantly, enhancing brand loyalty and trust.
  3. Merchandising Opportunities: Logo trade marks can be especially valuable if you plan to license your brand for merchandise, as they protect the design elements that may appear on products like food packaging, apparel, accessories, and more.

Do You Need Both?

The decision to register both a word trade mark and a logo trade mark depends on your business's branding strategy and objectives. Here are some considerations to help you decide:

  1. Branding Emphasis: If your brand relies heavily on both textual and visual elements, registering both types of trade marks may provide comprehensive protection.
  2. Budget Constraints: Registering trade marks involves fees and ongoing maintenance costs. Consider your budget when deciding whether to register one or both types of trade marks.
  3. Future Growth: Think about your long-term business plans. If you anticipate expanding your product or service offerings, securing both word and logo trade marks can help protect your brand's versatility.
  4. Consult an IP Specialist: It's advisable to consult with an experienced intellectual property advisor who can assess your specific needs and guide you on the best trade mark registration strategy.


Trade mark protection is a critical aspect of safeguarding your brand identity and intellectual property. Whether you should register a word trade mark, a logo trade mark, or both depends on your branding strategy, budget, and long-term goals. To make an informed decision, consult with an IP Advisor who can provide tailored advice and ensure that your brand receives the protection it deserves. Remember that trade mark registration is an investment in the future success and integrity of your business.

Partners & IP Offices

We work with partners and IP Offices around the globe.

IP Australia  s

I've been working with Max and the team for a number of years now. They have helped me with multiple trade marks, objections/challenges and advice around the technicalities of the law. I would highly recommend talking to them if you're looking for great customer service, advice and results!

Mathew Stillone
Founder/Managing Director, Integrity Food Co.

Thank you to Max and the whole team! Your work is always of a high standard, professional and timely. I highly recommend Max and the team to any organisation needing IP support!

Anthea Thomas
Director, Hypnobirthing Australia

Excellent service, great result. We initially had issues with our trademark and called them to lodge a declaration to support the mark. Our mark was finally accepted and we believe this was only due to the thorough and detailed documents that were submitted to the trademark office. Great work!

Jason Morrisby
Founder/ Director, Mask Co.

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We work with businesses across Australia and from around the world. If you wish to meet with us in person, please contact our office.

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