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What is a figurative trademark?

Written by Jan Buza

Co-founder of Trama

A figurative trademark, also called a logo trademark, protects a visual element: an icon, illustration, graphic design, or stylized image. It protects the visual design as represented, rather than any words it may contain.

A figurative mark must be distinctive enough to identify a single commercial source and must be associated with specific goods or services. The mark is protected as shown; variations in color, proportion, or detail that alter the overall impression may not be covered.

Figurative marks are appropriate where the visual identity of the brand carries the primary commercial value, or where the brand name is descriptive and a wordmark would be difficult to register.

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