Word and figurative mark

The Word and figurative mark, often referred to as a combination logo, is one of the most effective forms of brand communication. It combines textual and visual elements into a single, distinctive symbol. The purpose of this symbol is to encapsulate a brand’s identity, values and promise, and to ensure a high level of brand recognition.

What exactly is a word and figurative mark?

A word and figurative mark is a combination of a Word component (e.g. the brand name) and a Image element (a logo, a symbol or another graphic emblem). Both elements are inextricably linked to form a single unit. Unlike a word mark (text only) or a figurative mark (graphics only), the strength here lies in the synergy between the two components.

Think of brands such as adidas with his name and the three stripes, or at Mastercard with the interlocking circles and the lettering. These brands use this combination to create a visually appealing yet meaningful identity. Such a symbol makes it possible to convey a message in a fraction of a second and leave a lasting impression.

When is a word and figurative mark appropriate – and when is it not?

The decision to opt for a word and figurative mark should be made on strategic grounds, as it is not the best solution for every business.

A word and design mark is particularly useful when:

• A new brand is being established: A purely fictional name (such as ‘Zalando’) has no meaning at first. Combining it with a visual element helps to establish an identity and build brand recognition more quickly.

• The brand name is descriptive: Names that directly describe the service (e.g. ‘Quick Clean’) are often difficult to protect as word marks alone. A unique graphic element can provide the necessary distinctive character required for trade mark protection.

• The aim is to foster a stronger emotional bond: Images are processed by the brain more quickly and linked to emotions more strongly than text alone. A well-designed logo can specifically evoke positive associations.

A word and figurative mark may be less suitable if:

• Maximum flexibility is required: A word and figurative mark is protected as a single, indivisible unit. If you intend to use the logo and the lettering separately on a regular basis at a later date, it may be strategically wiser to register both elements individually as a figurative mark and a word mark. This offers greater flexibility, but also involves higher costs.

• The emphasis is on an extremely memorable name: Brands such as ‘Google’ or ‘Nivea’ have established such a strong word mark that an additional visual element becomes almost superfluous. Their strength lies in the uniqueness and memorability of the name itself.

Recognisability: The secret behind successful word and figurative marks

The key to the power of a word and design mark lies in the Recognisability. A successful design sticks in the memory and creates a strong connection to the brand. The aim is to create a visual symbol that is instantly associated with the company.

• A good example: The bitten apple by Apple. Even without the lettering, the symbol is instantly recognised worldwide and associated with innovation, design and premium technology. The logo tells a story and embodies the brand’s values.

• Bad example: A generic globe next to the name of a logistics company. Such a symbol is interchangeable and lacks sufficient distinctiveness. It lacks the uniqueness needed to stand out from the crowd and forge an emotional connection.

Registering your word and figurative mark: an important step

Once you have developed a distinctive word and design mark, you should register it with the German Patent and Trade Mark Office (DPMA) or, if your business has an international focus, with the European Union Intellectual Property Office (EUIPO). Registration grants you the exclusive right, to use your trade mark in relation to the registered goods and services. This enables you to prevent competitors from using your trade mark, or a confusingly similar version of it, without your consent.

To apply, you must provide detailed information, including the name, a description and a list of the goods and services for which protection is sought (Nice Classes). You will also need a clear image of the trade mark in a digital file format (e.g. JPG).

The process involves the Office assessing whether your trade mark meets the requirements for protection – in particular, whether it is distinctive and whether there are any absolute grounds for refusal (e.g. misleading claims). If your trade mark is approved and registered, you will receive a certificate confirming your exclusive rights.

Word and figurative trademark design by pechschwarz®

Developing a striking and protectable word and figurative mark requires strategic thinking, creativity and a basic understanding of the law. We would be delighted to help you create a trade mark for your business that is not only visually appealing but also strategically sound. We look forward to hearing from you.