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Would adding a logo to a trademark application increase the chances of a successful registration?

Written by Jan Buza

Co-founder of Trama

Adding a distinctive visual element can improve the chances of registration where the name alone lacks sufficient distinctiveness. A figurative or combined mark incorporating a distinctive logo carries a higher overall distinctiveness than a purely descriptive wordmark, which can make the difference between a refusal and an approval.

The visual element must be genuinely distinctive to have this effect. A generic shape, a simple geometric form, or a standard decorative element will not add meaningful distinctiveness. The logo needs to be sufficiently original that it contributes to the mark's capacity to identify a single commercial source.

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