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What is the difference between a word and a figurative mark?

Written by Jan Buza

Co-founder of Trama

A wordmark protects a name, word, phrase, or combination of letters and numbers in text form, with no specific visual stylization. Protection applies to the text itself in any font, color, or presentation.

A figurative mark protects the visual elements of a brand (i.e., a logo, icon, graphic design, or stylized image). Protection covers the visual design as shown in the registration, not the words it may contain.

The practical difference is that a wordmark gives broader protection for the name but does not cover the visual identity. Whereas a figurative mark protects the design but not the name used in a different style. Many businesses register for both to cover each element independently.

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