Wordmark vs. Logo: Which Should You Trademark First?
The journey of building a brand is really beautiful as there are few of the milestones that are exciting as your vision comes to life through a professional design. Deciding the brand name, colour palette, and then a perfect logo is ready for your brand. As soon as the excitement settles your mind starts to wander if you should trademark the Wordmark or the graphic logo first?
If you are also finding yourself at the same road then make sure to follow this post till the end as we are going to break down the pros and cons of both. Not only this, but we will guide you on filing procedure of your business in 2026.
Should you register Wordmark (the name) or the Logo (the design)?
Before we move forward, it is important to know what we are talking about. Let's get to know what is Wordmark and what is logo in detail.
1. Defining the terms
Wordmark - Wordmark is something that protects specific text or words of your brand name such as Zomato or Mc'Donalds etc irrespective of their style, color or size. When you file a standard character trademark, you are claiming ownership of words in any font, size, colour or even style.
Example - If Nike has trademarked the word "Nike" as a Wordmark, then they own that specific name in the context of athletic gear. Now this word is solely owned by the brand whether it's written in Comic Sans, Neon green or Bold Helvetica. Logo (Device mark)- This protects the visual representation of your brand which includes unique font, symbols, colors and overall graphic design such as Golden Arches of McDonald's.
Example: The "Swoosh" symbol is a design mark. It doesn’t need words to be recognized, and its protection is tied specifically to that unique shape.2. The case for wordmarks
It is a smarter move to register the Wordmark first for most of the startups. Here is why:
Broader protection - You can consider Wordmark as a one man army who protects the name itself. If you are going to register the word "Taco Hero" then no one else can use that name in your industry even if they want to use different font or colour.
Flexibility- Generally, brands redesign their logos every few years to look modern. If you trademark only your logo and then changed the font then your old trademark might not fully protect the new design. While a word mark stays valid even if you decide to change your visual branding.
Wider enforcement- If you have secured Wordmark then it is easier to stop competitors from using a similar sounding name.
The Case for Logo Trademarks
Why you should prioritize the logo:
Generic name - If you are using a common brand name such as The Pizza Shop then the Trademark registry would reject the Wordmark. But when you use a unique, stylized logo of that name then they might accept it.
Visual recognition - You should prioritize your logo if you are using a specific symbol such as Nike, Swoosh which consumer can recognise without even reading the name.
The ideal strategy - The Double Shield If your budget allows, then it's best to get registered both. The digital landscape is more crowded than ever before. When you file for both, it ensures that you own both the word and visual representation.
Firstly, you need to apply for the Wordmark which helps to secure the name. Secondly, you have to apply for the logo/device mark which helps to protect the specific "look and feel" of your brand.
So, these are some of the points that would help you secure your food brand for long run.How to decide?
You need to choose watermark first if:
If you are looking to choose versatile protection then you might be changing your logo design in a year or two.
You need to choose the logo first if:
If you have decided a strict visual identity of your brand that you don't plan to change then make sure to choose the logo first. When your brand value mostly lies in unique symbol or icon then must go with filing the logo first.
Do famous brands registers for both?
2026 has become a competitive landscape where brand protection is a cornerstone of business longevity. While established giants choose to register for both a Wordmark and a logo trademark. Some of the famous brands such as Nike, Apple and Starbucks invest in comprehensive portfolios as this ensure their identity is protected from every angle.
Why famous brand registers both?
There are different strategic purposes for trademarking both the logo mark and Wordmark.
1- The Wordmark- Offers Broad legal coverage
A Wordmark makes sure to provide the widest amount of protection. Google has trademarked their name as "Standard character mark" so that no one can use their name in confusing way irrespective of their font or colour. This the first step to stop your competitors.
2- The logo- Visual enforcement
By using a logo trademark, companies such as Nike, Swoosh or Apple, they protect their specific visual asset. This is an era where visual search and social media icons plays brand touchpoints, it is important to get a logo trademark. It stops your competitors to replicate look and feel of your brand name. For brands having high visual recognition their symbol often becomes more valuable than the name itself.
Common mistakes to avoid
- Make sure to avoid registering only a logo for new business.
- When you assume that a logo registration protects the brand name fully then you are making a biggest mistake.
- Don't keep changing your logos frequently without updating registration.
- When you ignore word mark filing to save money, it is also a mistake.
FAQ
1. What is the main difference between a Wordmark and a Logo mark?
Ans:- Wordmark is something that protects the brand name itself irrespective of how it's written or designed. While, a logo mark protects only this specific visual design, font, colour or layout shown in the registration.
2. If i register only my logo, is my brand name also protected?
Ans:- A logo registration is supposed to protect the design and not the name in all forms. Your competitors are open to claim the same brand name in different style or font.
3. Is it mandatory to have a logo before filing a trademark?
Ans:- A logo is not a necessity to register a trademark. You still have the option to file a Wordmark if your logo is not finalized yet.
4. Does a Wordmark trademark cover my logo too?
Ans:- It's not exactly like that. Wordmark usually protects the text so your competitors can't use the same name. While it does not protects the aesthetics such as color palette, style or icon etc. If your competitors use different name but uses your exact logo layout and symbol then a Wordmark alone cannot be enough to stop them.
5. If i choose to change my logo then i have to file a new trademark?
Ans:- If you have a Special Form logo trademark and you make big changed to the design such as you changed the icon or drastically altered the font. In this case your existing logo would abandoned or unenforceable. This is the reason why most of the brand prefer to trademark their Wordmark because it doesn't expire when you update your graphic design.
6. Can i trademark a logo that includes my brand name?
Ans:- In this case, it is called "Composite Mark". It is going to protect the combination of text and the design as a single unit. If you are on a budget then it is the perfect option. But make sure to keep in mind that it only protects both of them being together. The protection can less as your competitors can use your name but with completely different design.
7. Is it easy to register a logo mark than a Wordmark?
Ans:- Sometimes yes, if you are using a highly distinctive logo. Not only this, but logo marks provide narrow protection as compared to wordmarks.
8. Which is best for small businesses or startups?
Ans:- When you are startup, you should consider to file the Wordmark first as it provides protection to the brand name across all styles and future branding changes.