Many businesses choose to protect both their name and logo, but the best approach depends on how the brand is used and what assets are most important to protect:

A word mark generally protects the brand name regardless of style or design.

A logo trademark generally protects the specific visual design submitted in the

Federal trademark protection is not limited to company names. Depending on how something is used, protection may be available for words, logos, slogans, sounds, packaging, product configurations, colors, and other source-identifying features. The key requirement is that consumers perceive the matter as identifying a single commercial source rather than as decoration, ordinary information, or a functional feature.

Different types of marks often require different evidence. For example, a word mark may protect wording without limiting protection to a particular font, while a design or logo application is tied more closely to the visual design shown in the application.