Back to Logo vs name trademark

Our logo is merely a company name with the addition of a visual element. Is it wise to register it? Or shall we register the name instead?

Senior Trademark Attorney

If the logo is commonly associated with your brand, or if the added visual elements are distinctive enough, then you should consider registering it.

Registering the combined version as a figurative mark is a worthwhile investment alongside a separate wordmark for the name. With this strategy, the figurative mark protects the visual combination, while the wordmark protects the name independently.

However, if the visual element is generic (a simple geometric shape, a common icon, or a standard border), it adds little distinctive value to the mark. In that case, a wordmark for the name provides the same practical level of protection without locking you into a specific visual design.

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