How to Trademark a Logo vs. a Name

What is the difference between a logo trademark and a name trademark?

A name trademark protects the wording of your brand in any font, size, or color, while a logo trademark protects one specific stylized design. In USPTO terms, a name filed in plain text is a “standard character” or word mark, and a logo is a “special form” or design mark. Because a word mark is not tied to any particular styling, it prevents others from using a confusingly similar name no matter how they present it. A design mark is narrower: it protects the exact graphic you submit, so a later redesign may require a new application.

Should you trademark your name or your logo first?

In most cases you should trademark your business name first, because a word mark protects the name itself regardless of styling and survives future logo redesigns. Your name is usually what customers search for, say aloud, and type into a browser, so protecting it delivers the widest coverage per dollar. Registering your name with the USPTO is the foundation of brand protection and the core of your intellectual property portfolio — Secure Mark USA helps you file that trademark registration correctly the first time. Once the name is secured, many owners add the logo as a second application, especially if the design is distinctive and central to their packaging.

How do you file a trademark for a name and a logo?

To file, run a clearance search, pick the correct USPTO class, prepare your drawing, and submit through the USPTO’s TEAS system. Step by step: (1) search the USPTO database and the web to confirm your mark is available; (2) identify the international class that covers your goods or services; (3) for a name, submit it in standard characters, and for a logo, upload a clear image of the design; (4) describe your goods or services and choose a filing basis (use in commerce or intent to use); and (5) pay the $350-per-class USPTO fee and submit. Secure Mark USA prepares and files both applications for you starting from $99 per mark plus that government fee.

Key takeaways

• A word mark protects your brand name in any font; a design mark protects one specific logo.
• Most brands should register the name first, then add the logo as a separate application.
• Each mark is filed in the USPTO class that matches its goods or services.
• Trademark filing with Secure Mark USA starts from $99 plus the $350-per-class USPTO fee.
• U.S.-domiciled applicants are not required to hire an attorney to file.

Frequently asked questions