This article explains the difference between word marks and logo marks, which one is better for trademark registration, and when you should choose one over the other—with practical examples.

One of the most common questions asked by brand owners and startups is:
Should I register my brand name as a word mark or as a logo?

Both word marks and logo (device) marks are valid forms of trademark protection under Indian law, but they offer different scopes of rights. Choosing the right type of trademark at the beginning can significantly impact brand protection, enforcement, and future flexibility.

What Is a Word Mark?

A word mark protects the brand name itself, irrespective of:

• Font

• Style

• Colour

• Design

Example:

If you register the word mark “ANEYHOW”, the protection covers:

• ANEYHOW

• AneyHow

• ANEY HOW

• Any font or colour variation

Even if the logo changes later, the name remains protected.

What Is a Logo (Device) Mark?

A logo mark protects the visual representation of the brand, including:

• Logo design

• Stylisation

• Colour combination

• Layout

Example:

If you register a logo containing “ANEYHOW” written in a specific font with a bulb icon, protection is limited to that exact visual form.

If the logo is redesigned later, the old registration may not fully protect the new logo.

Key Differences Between Word Mark and Logo Mark

Basis	Word Mark	Logo (Device) Mark
What is protected	Brand name (text)	Visual logo/design
Font & colour	Not restricted	Fixed as registered
Scope of protection	Broad	Narrow
Logo redesign impact	No impact	May require new filing
Enforcement strength	Stronger	Limited to visual similarity
Suitable for	Long-term brand protection	Established visual identity

Word Mark Is Generally Better

From a legal and strategic perspective, registering a word mark is usually the better first step because:

• It gives wider protection

• Covers all future logo styles

• Easier to enforce against infringers

• Protects the brand name even without a logo

Example:

If you own the word mark “ZOMATO”, you can stop others from using:

• Zomato

• Zomatto

• Zomatoo

Even if they use a different logo.

When Is a Logo Mark Useful?

A logo mark is useful when:

• The brand is well-established

• The logo has acquired strong public recognition

• The design itself is a key brand asset

Example:

A brand like Nike benefits greatly from protecting the swoosh logo, even without the word “NIKE”.

Scenario 1: Registering Only a Logo 

You register a logo saying “GREEN BITE” in a leaf design.
Another business uses the name GREEN BYTE in plain text.

You may struggle to stop them because your protection is design-specific, not name-specific.

Scenario 2: Registering a Word Mark 

You register the word mark “GREEN BITE”.

You can stop:

• GREEN BYTE

• GREENBITE

• GREEN BITES

even if the logos look different.

Best Practice: Dual Protection Strategy

For strong brands, the ideal approach is:

1. First register the Word Mark (brand name)

2. Then register the Logo Mark (visual identity)

This provides:

• Maximum legal protection

• Better enforcement power

• Long-term brand security

Common Mistakes to Avoid

• Registering only a logo for a new business
• Assuming logo registration protects the brand name fully
• Changing logos frequently without updating registrations
• Ignoring word mark filing due to cost-saving

Conclusion

When choosing between a word mark and a logo mark, the general rule is simple:

If you must choose only one, choose the word mark.

A word mark offers broader, stronger, and more flexible protection, especially for startups and growing businesses. Logo marks are valuable, but they work best as additional protection, not a replacement.

Taking the right decision at the filing stage can save years of legal trouble and costly rebranding later.

Frequently Asked Questions (FAQs): 

1. What is the main difference between a word mark and a logo mark?

A word mark protects the brand name itself, regardless of how it is written or designed.
A logo mark protects only the specific visual design, font, colour, or layout shown in the registration.

2. Which is better for trademark registration: word mark or logo?

In most cases, a word mark is better, especially for new businesses. It provides broader protection, covers future logo changes, and is easier to enforce legally.

3. If I register a logo, is my brand name also protected?

Not fully. Logo registration protects the design, not the name in all forms. Someone may still use a similar brand name in a different style or font.

4. Can I register both a word mark and a logo?

Yes. Many businesses do this. Registering both gives maximum protection—the word mark secures the name, and the logo protects the visual identity.

5. Is it mandatory to have a logo before filing a trademark?

No. A logo is not required to register a trademark. You can file a word mark even if your logo is not finalised.

6. What happens if I change my logo after registration?

If you have only a logo registration, the new logo may not be protected. A word mark remains protected even if the logo design changes.

7. Are word marks more expensive than logo marks?

No. Government fees are the same for word and logo marks. The difference lies in the scope of protection, not cost.

8. Can someone copy my logo but change the name slightly?

If you only have a logo mark, stopping them can be difficult unless the designs are visually similar. A word mark gives stronger protection against name variations.

9. Are logo marks easier to get registered than word marks?

Sometimes, yes—especially if the logo is highly distinctive. However, logo marks provide narrower protection compared to word marks.

10. Which option is best for startups and small businesses?

A word mark is usually the best first filing for startups because it protects the brand name across all styles and future branding changes.

11. Do famous brands register both?

Yes. Well-known brands usually protect both their brand name and logo to cover all aspects of brand identity.

12. What is the safest trademark strategy?

The safest strategy is:

1. Register the word mark first

2. Register the logo later once branding is final

This ensures long-term protection and legal flexibility.