Word mark or figurative mark?

When registering a trademark, you choose between a word mark (text only), a figurative mark (image only), or a word-figurative mark (combination). Each form has its own advantages and disadvantages. A word mark provides broad protection for the name regardless of typography. A figurative mark protects the visual element. A word-figurative mark covers both, but in a fixed combination. For maximum protection: word mark + figurative mark separately. Below are the considerations, costs, and which combination suits Maya's agency.

The short answer

• Word mark: text only, broadest protection for name — independent of design.
• Figurative mark: image only, protects visual element.
• Word-figurative mark: combination of text + graphic, fixed design protected.
• Maximum: word mark + figurative mark separately (2× registration costs).
• Costs: BOIP €240 per registration (separate or combo), EUIPO €850.

The three forms

Wordmark

Text-only display: “Google”, “Coca-Cola”, “Apple”. Protects the name regardless of typography, color, or image. Broad protection.

Example: the word mark “Apple” protects Apple in standard text, in handwritten font, in red, in green, or any variant.

Logo

Image only without text: Apple logo (the apple), Nike swoosh, McDonald's M, Twitter bird. Protects the visual element.

Limitation: only the image itself. Text version or variation is not automatically covered by protection.

Word and image mark

Combination of text + graphic element in fixed design: Coca-Cola logo (written name), Google logo (colored text). Protects the specific combination as depicted.

Limitation: only that exact combination. Changes in typography or color may fall outside of protection.

Strategic choices

For start-up brands: wordmark first

• The logo can still evolve — the wordmark remains constant.
• Broad protection for the name regardless of typography.
• One registration (€ 240 BOIP) — cost-efficient.
• Add mark later when logo is final.

For established brands: both separately

• Word mark = protection of name.
• Figurative mark = logo protection.
• Two registrations = €480 BOIP, but maximum coverage.
• Modifications to the logo do not invalidate name protection.

When to use a word mark?

• Logo + text are one inseparable unit (e.g. Coca-Cola spelling).
• The combination has strong distinctive character together.
• Budget for one registration, but want to include a logo element.
• For a specific campaign or product line.

What do you need to register?

For SMEs with brand name + logo

Ideal: word mark + figurative mark separately. Maximum protection, total costs ~€480 BOIP. For logos that may still change: word mark first, add figurative mark later.

For SMEs with name only (without logo)

A word mark alone suffices. €240 BOIP for broad protection.

For SMEs with only a visual brand (no text)

Figurative mark only — e.g., a recognizable icon without a company name. Requires a strongly distinctive visual element.

Distinctiveness

For BOIP/EUIPO acceptance, every mark must be distinctive:

• Word mark: invented word (Google) strongest; descriptive (“BestSchoenen”) is refused.
• Trademark: complex or unique image strong; simple geometric shape (rectangle, circle) is rejected.
• Word and image mark: the combination can be strong even if the text is descriptive — the graphic element provides distinctiveness.

Trick: submit a descriptive name as a word-image mark — the graphic execution makes it registrable (e.g. “Lekker IJs” with unique design).

International dimension

EUIPO and WIPO offer the same three forms — strategy scales internationally. For global plans: word mark + figurative mark separately via EUIPO (basic) + Madrid (extension).

Maya's consideration

Maya's desk “MayaDesign”:

• Name “MayaDesign”: word mark BOIP class 35/42 = € 267.
• Current logo: just revised, may still evolve in the coming year — postpone trademark.
• With final logo in 1-2 years: add visual mark for €240.
• Total strategy: €267 now + €240 later = €507 for maximum coverage.

Honest recommendation

For SMEs with a brand name: start with a word mark — broad protection for relatively little money (€ 240 BOIP). Add a figurative mark separately when the logo is final and has commercial value. Avoid exclusively word-figurative mark unless text and image are inextricably linked — more limited protection. For maximum coverage: word mark + figurative mark separately, two registrations for € 480 BOIP total.

For other topics: trademark registration, registering a figurative mark , and coming up with a good brand name.

Frequently Asked Questions