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A figurative mark is a logo, image, or graphic element that you wish to protect as a trademark. It can be a pure figurative mark (image only, without text), a word-figurative mark (logo with text), or a shape mark (3D shape of the product). Registration with BOIP (€240) or EUIPO (€850) per 1 class. Important: the more specifically the figurative mark is registered (colors, shape), the narrower the protection. Below: types, strategy, and the correct way to submit your logo.
The short answer
- Pure visual mark: image/logo only, without text.
- Word-image mark: combination of text + graphic element.
- Color mark: specific color (combination).
- Shape mark: 3D shape of product/packaging.
- Registration: BOIP (€ 240) or EUIPO (€ 850), per class.
Types of logos
1. Pure visual mark
Image only, without text — e.g. Apple logo (apple only), Nike swoosh, McDonald's M. Strongest protection for the image itself, regardless of how it is used or what text accompanies it.
2. Word-image mark
Text + graphic element in a fixed combination — e.g. Coca-Cola logo (the spelling in red), Google logo (text in specific colors). Protects the combination as shown; text-only variant less.
3. Color mark
A specific color or color combination — e.g. T-Mobile magenta, UPS brown. Very limited availability (colors are selling out), requires proven established status.
4. Shape mark
3D shape of product or packaging — e.g. Coca-Cola bottle, Toblerone triangle, Bols bottle shape. Requires distinctiveness.
5. Moving or multimedia brands
Animations or sounds — e.g. Intel jingle (4 notes). Newer category, EUIPO accepts since 2017.
Strategy: pure or word-image?
Approach depends on goal:
- Separate word mark + separate figurative mark: maximum protection, but two registrations (€ 480 BOIP). For established trademarks.
- Word and figurative mark only: one registration, limited protection. For a start-up brand.
- First word, then image: build the brand with words, add the visual mark later when the logo is finalized.
Maya's MayaDesign: has registered only a word mark. Logo is still regularly updated — add the figurative mark later when finalized.
Submission specifications
File requirements
- Minimum resolution 800 × 800 pixels (BOIP), 1024 × 1024 (EUIPO).
- Format: JPG, PNG, or similar — vector (SVG/AI) not accepted by BOIP.
- Background: usually white or transparent.
- No outline (BOIP often rejects frames).
Color or black and white?
- Black and white: trademark protection in all color variants. Recommended unless color is an essential part.
- Color: protection specific to that color (combination). Narrower, but stronger for color-essential brands (Tiffany Blue).
Rule of thumb: standard black and white; color only if logo is color-dependent.
Registration procedure
- Preliminary search: check BOIP/EUIPO for similar figurative marks.
- Application form: online via BOIP or EUIPO, upload image + select classes.
- Payment: €240 (BOIP, 1 class) or €850 (EUIPO, 1 class).
- Formalities test: 1-2 weeks.
- Content assessment: 1-2 months.
- Publication + opposition period: 2-3 months.
- Registration: in the absence of opposition.
Distinctiveness of trademarks
BOIP/EUIPO refuses figurative marks that:
- Being too simple (e.g. simple geometric shape — rectangle, circle).
- Be descriptive (e.g. ice cream sundae as a symbol for an ice cream parlor).
- Resemble flags, coats of arms, or government symbols.
- To be misleading.
Strong: complex or unique composition, stylized forms, artistic execution.
Enforcement
Trademark infringement more often visual than textual:
- Identical copy: clear infringement.
- Similar figurative mark in the same class: likelihood of association — often infringement.
- Inspired by: grey zone, depends on matching elements.
For enforcement: see trademark infringement.
Honest recommendation
For SMEs with a definitive logo: register a separate word mark + separate figurative mark for maximum flexibility. For logos that are still evolving: first only the word mark, figurative mark later. Keep the submission black and white unless color is an essential part of the mark. For complex logos or international plans: a trademark agency (€500-€1,500) ensures a proper application.
For other topics: word mark or figurative mark, trademark registration and trademark infringement.
Frequently Asked Questions
Logo, image, or graphic element that you wish to protect as a trademark. Types: pure figurative mark (without text), word-figurative mark (combination), color mark (specific color), shape mark (3D shape), and animated/multimedia marks.
Maximum protection: separate word mark + separate figurative mark (two registrations, €480 BOIP). For new trademarks with an evolving logo: only word mark first, figurative mark later. Depends on budget and certainty of the logo.
Standard black and white — protects trademark in all color variants. File color only if specific color (combination) forms an essential part (T-Mobile magenta, Tiffany blue). Limited protection but stronger for color-essential trademarks.
BOIP: minimum 800×800 pixels, JPG/PNG, white or transparent background, no outline. EUIPO: minimum 1024×1024 pixels. Vector formats (SVG/AI) not accepted by all agencies — export to PNG.
BOIP: €240 for 1 class, +€27 per additional class (up to 4). EUIPO: €850 for 1 class, +€50 for the 2nd, +€150 thereafter. Plus optional preliminary examination (€250-€1,500) and application via a trademark office (€500-€2,000).
Complex, unique compositions are highly protectable. Simple geometric shapes (rectangle, circle), descriptive symbols, and flag-like logos are often rejected. Artistic execution helps ensure distinctiveness.
Identical copy or comparable figurative mark in the same class: clear infringement → cease and desist letter + summary proceedings. “Inspired by” is a grey area — depending on corresponding elements and the likelihood of association among the average consumer.
