When it comes to protecting your brand in 2025, registering a trademark is one of the smartest investments you can make. But as you dive into the trademark process, you’ll encounter an important choice early on: Should you file for a word mark or a logo (design) mark?

Understanding the difference, and knowing when you might need both, is crucial to fully protect your business identity from copycats, confusion, and legal headaches down the road.

In this guide, we’ll break down everything you need to know about word marks vs. logo marks, including:

• What each one protects
• Pros and cons of each
• When you should file one vs. both
• How LawTask can help you protect your full brand

Let’s get started.

What Is a Word Mark?

A word mark is a type of trademark that protects the text of your brand name or slogan, independent of any particular font, color, or design.

When you file a word mark, you are claiming ownership over the name itself, not how it looks in any specific style.

Example of a Word Mark:

• Nike (the word “Nike” protected across all styles)
• Apple (the word “Apple” for computers and phones)

Whether your brand name appears in Times New Roman, a bold custom font, or handwritten letters, the protection covers the words themselves.

What a Word Mark Protects:

• The actual letters and spelling of your brand name
• Any stylization, font, or design variations you may use
• Usage across different platforms, marketing materials, and merchandise

Word marks offer the broadest protection, because no matter how the visual style changes over time, your rights to the name stay strong.

What Is a Logo (Design) Mark?

A logo mark, also called a design mark, protects the visual appearance of your branding. This includes:

• The specific font
• The arrangement of words and symbols
• Colors, icons, or artistic elements
• Overall graphic styling

When you file for a logo mark, you are protecting the look and feel of the specific design you submit with your application.

Example of a Logo Mark:

• The Nike swoosh (without the word “Nike”)
• The Starbucks circular logo with the mermaid

If you change your logo design significantly after filing, you may need to file a new trademark application to protect the new version.

What a Logo Mark Protects:

• The specific visual design of your logo
• The combined look of graphic elements and text (if included)
• Usage of that exact mark in commerce

Logo marks are ideal if you have a unique, recognizable graphic that forms a major part of your brand identity.

Word Mark vs. Logo Mark: Key Differences at a Glance

Should You File One or Both?

The short answer? It depends on your brand strategy and goals.

When to File Only a Word Mark:

• Your brand name alone is strong and recognizable (e.g., “Stripe”, “Tesla”)
• You frequently change fonts, colors, or designs
• You want broad, flexible protection over the name

When to File Only a Logo Mark:

• Your logo includes no words and is purely a symbol
• Your brand heavily relies on a unique graphic image as its identity
• You have created a visually distinctive design that stands out on its own

Example: Think of the Apple logo. It doesn’t even say “Apple” anymore—the symbol itself does all the talking.

When to File Both:

• You want maximum brand protection
• Your name and logo are both important parts of your identity
• You use a stylized logo featuring your brand name
• You want to be able to protect your business even if the visual branding changes over time

👉 Important:
If you want protection over the name and the specific way the name looks, you’ll need to file two separate applications—one for the word mark and one for the logo mark.

LawTask Tip: Filing both provides the strongest legal shield for startups, e-commerce businesses, service providers, and growing online brands.

Real-World Examples

Example 1: Amazon

• Word Mark: “Amazon” is protected as a word, across all stylizations.
• Logo Mark: The curved arrow (“A to Z” smile) logo is protected separately.

Amazon’s legal team filed for both to protect its name and its brand imagery across multiple industries.

Example 2: Adidas

• Word Mark: “Adidas” wordmark protects the brand name itself.
• Logo Marks: Adidas has registered several versions of the famous three-stripe logo.

This dual protection strategy gives Adidas flexibility to evolve its designs over time while keeping legal control.

Common Mistakes to Avoid

❌ Mistake 1: Filing Only a Logo When You Primarily Use Your Brand Name

If your main brand recognition comes from the name itself (not the design), filing only a logo mark limits your protection.

Someone could start using a similar name in a different font, and you might not be able to stop them.

❌ Mistake 2: Filing a Logo Mark That’s Too Complex

Overly intricate logos can be hard to enforce. If you simplify your logo later for marketing reasons, your registered design might not match your new branding—leaving gaps in protection.

❌ Mistake 3: Thinking a Logo Mark Automatically Protects the Name

Registering a logo with your name inside it does not automatically protect the name separately. That protection is tied to the specific logo design.

If you later want to use the name without the logo, or in different branding, you may be unprotected unless you also filed a word mark.

Filing a Trademark the Right Way in 2025

Filing a trademark isn’t just about submitting a form—it’s about making sure your application is:

• Based on the correct type (word or logo)
• Filed under the right international classes
• Described properly in the USPTO system
• Supported by strong specimens (examples of use)
• Future-proofed against branding changes

Working with a legal team like LawTask ensures your filings are strategic, efficient, and set up for success.

🧠 Did You Know?
The USPTO rejects thousands of trademark applications every year due to simple mistakes like poor specimen submission, improper class selection, or vague descriptions.

How LawTask Makes It Easy to Protect Your Brand

At LawTask, we offer flat-fee trademark packages designed for modern entrepreneurs and small businesses.

Our full-service trademark process includes: ✅ Attorney-led trademark search to assess risks
✅ Strategic advice on whether to file a word mark, logo mark, or both
✅ Professional drafting of your USPTO applications
✅ Filing under the correct classes
✅ Handling any USPTO Office Actions that arise
✅ Status monitoring and post-registration guidance

We make it simple, fast, and affordable to lock down your brand name, logo, and full identity in 2025 and beyond.

FAQs: Word Mark vs. Logo Mark

Can I include my logo and name in one application?

Only if you are protecting the specific design with the name and logo combined. But that protection will be tied to that exact visual design. If you want flexibility, file a separate word mark too.

What if I change my logo after registering?

If you make substantial changes (like new fonts, colors, or layout), you’ll likely need to file a new trademark application to protect the updated logo.

How much does it cost to file both a word mark and a logo mark?

Each application is filed separately and has its own USPTO filing fee. LawTask offers flat-fee pricing to make it easy and predictable to file for both.

How long does it take to register?

In 2025, the USPTO average timeline for trademark registration is 9–12 months. If there are no office actions or disputes, it may be faster.

Should startups file both right away?

Yes, if budget allows. Early protection of both the brand name and the logo helps prevent costly disputes later as your brand grows.

Protect Your Brand Name and Logo with LawTask

Your brand name and logo are some of your most valuable business assets. Don’t leave them unprotected, or halfway protected. Whether you want to lock down your name, your logo, or both, LawTask makes it easy with flat-fee trademark services built for small businesses and growing brands.

✅ Fast, affordable trademark applications
✅ Real attorneys, real support
✅ Transparent flat-fee pricing, no surprise bills

🛡️ Ready to Protect Your Full Brand?

👉 Book your free consultation or Request flat-fee pricing today.

Let LawTask help you secure your brand’s future, with protection that grows as you do.