So a trademark is your brand, which can be in a form of a word, picture, symbol, or a combination of these. Interestingly enough, 3D objects and sounds can also be registered aside from word trademarks and logo marks.
What it does, is to seperate your brand from other goods and services that your competitors may offer.
You should consider owning a trademark because it protects you and your consumers from counterfeit and fraud. Also, legal action for a trademark infringement is relatively cheap, sometimes as little as a few thousand pounds, compared to the hundreds of thousands of pounds you have to pay for an action claim of passing off in UK, same goes in the US.
Trademarks allow the Trading Standards Officer or the police to criminally charge against counterfeit who use your trademark without your consent. It’s a good way to protect your hard earned good name, don’t you think?
But what exactly will you register?
A word mark registers the word itself you want to use, Apple/Puma/Zynga/Sony. Word marks give you stronger and wider rights to the product or business name.
A logo mark gives you the rights in the combination of images and words. Therefore, rights to the words in a logo mark are weaker than the standard word marks since the rights are only valid as a whole. So that means the logo you see for example:
So if you were planning to apply for a trademark, we suggest that you register a word mark first since it gives you wider protection. However, if it's not approved, a logo can make it more distinctive and protects you from possible objections.
You may also register both a word mark and a logo version as long as you give two separate applications. Downside is you have to pay twice, one for each application.
Here's a little advice. If your product is fast moving consumer goods such as clothes and drinks, better you apply for a logo and word mark since they will be displayed on the product. I’m sure you’ve seen it in your favorite clothing brands or beverages.
On the other hand, if your company offered a service where the logo isn't all that visible, then maybe you don’t need a logo mark. For example, Legal services.
At the end of the day, it’s really up to you, your budget and which classes your product is under.