In trademark law, "design" refers to the visual elements of a trademark that help distinguish the goods or services of one party from those of others. These visual elements can include: • Logos • Symbols • Stylized text • Shapes • Colors (in some jurisdictions) • Design elements combined with words or letters
Key points about Design:
• A design trademark is also known as a figurative mark or device mark. • It can be purely graphical, like an image or logo without words. • Or it can be a combination of graphics and stylized words. EXAMPLE: • The Nike swoosh is a classic design trademark. • The Apple logo (without the word "Apple") is another.
Why Design Matters in Trademarks:
Word Mark Example: • Trademark: Starbrew • Description: Registered as plain text for a coffee brand. • Use: Protects the name "Starbrew" in any font, color, or format. • Covers all variations of how the name is written.
Design (Figurative) Mark Example
Word Mark Example: • Trademark: A stylized logo showing a coffee cup with steam shaped like a star, with "Starbrew" written below in a custom font. • Description: Registered as a logo. • Use:Protects the specific visual design, including layout, font, and graphics. • Doesn't cover: just the name "Starbrew" in plain text unless you register that separately.
Word Mark V/s Design Mark
Feature; Word Mark Design Mark (Figurative) Covers plain text? Yes No Protects visual look? No Yes Must be used exactly as registered? No (flexible) Yes (specific design) Stronger for logo infringement claims? Not really Yes Can be used broadly? Very broadly Limited to that design
Practical Tip:
Many companies register both types: • Word mark: For broad protection of the brand name. • Design mark: For protecting the exact logo or branding visuals.
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A design trademark (also called a figurative mark) is a logo, image, or stylized graphic that identifies your brand or product. It may or may not include words.
Yes. You can register a pure design (logo) without any text. This protects the visual elements of your brand.
If your design includes stylized words or letters, you are still registering a design mark, but the protection applies to the visual appearance, not the plain wording. To protect the wording itself, you need to file a separate word mark.
Not better-just different. • A design trademark protects the appearance. • A word trademark protects the text, no matter how it looks. Ideally, you should register both if possible.
Yes. You must use your design mark exactly as filed. Even small changes (like colors, fonts, layout) may require a new application.
Yes-if you claim the colors in your application. But if you want flexibility, you can register it in black and white, which may provide broader coverage.
Design trademarks typically last 10 years from the registration date and can be renewed indefinitely, as long as you're still using the mark.
Not legally, if your design is registered and their design is confusingly similar in the same or related industry. You can take legal action for infringement.
• In the U.S., through the USPTO (United States Patent and Trademark Office). • In other countries, through local IP offices or internationally via WIPO (Madrid Protocol).
Benefits of a Design Trademark
Your logo or design becomes a visual identity for your business. Customers often recognize images faster than names. Think of the Apple logo or McDonald's golden arches-they don't even need words.
A registered design trademark gives you exclusive rights to use that visual in your category. It helps stop others from copying your look.
In court or online takedowns (e.g., on Amazon or Instagram), a design trademark gives solid proof that your visual is protected, not just your name.
A distinctive design can make your brand look professional and trustworthy, which is valuable for partnerships, licensing, or resale.
Design trademarks help prevent confusingly similar logos from being used by competitors-even if the names are different.
Design trademarks can be used on: • Products • Packaging • Websites • Merch • Ads Anywhere your brand appears visually.
It becomes an intellectual property asset. You can license it, sell it, or use it to attract investors.
Through systems like the Madrid Protocol, you can register your design trademark in multiple countries and protect your brand globally.
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