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What Is a Word Mark?
A word mark protects the name of your business, product, or service in plain text—regardless of how it looks. If you register the name “Sunny Apples” as a word mark, you own the rights to those words, no matter what font, size, or color you use.
This type of trademark gives you broad protection because your rights apply to the name itself, not how it’s styled.
What Is a Design Mark?
A design mark protects the visual elements of your brand, like your logo or a unique symbol. If your business is recognized by a distinctive image, you’ll want to protect it with a design mark.
Think of famous design marks like the Nike swoosh or the McDonald’s golden arches—those visuals are just as valuable as the names behind them.
What Is a Composite Mark?
A composite mark protects both your name and logo together as a single unit. This is useful if your brand consistently uses a combination of words and a specific design layout.
For example, if your logo always includes your company name in a particular font next to a graphic, a composite mark protects that specific combination.
Which Trademark Offers the Strongest Protection?
Word marks usually offer the strongest and most flexible protection. That’s because it’s harder for someone to get around using similar words than it is to slightly change a logo.
Composite marks and design marks still offer valuable protection, but if you have to choose, a word mark is often the best place to start.
Should You Register All Three?
If your budget allows, registering your word mark, design mark, and composite mark provides the most complete protection. But if you need to prioritize:
- Start with the word mark – it protects your name no matter how it’s used.
- Then consider the composite mark – especially if your brand is always presented with name and logo together.
- Finally, the design mark – if your logo stands alone and has strong visual recognition.
Why Word Marks Are a Smart First Step
Word marks give you legal protection for your brand name no matter how it’s displayed. If your logo evolves over time or you want to use your brand name across different media, a word mark ensures you’re still covered.
When a Design Mark Is Worth It
If your logo is a big part of how customers recognize you, a design mark helps keep competitors from using something similar. It gives you control over the visual look of your brand, not just the words.
How Composite Marks Fill the Gaps
A composite mark protects the combination of your name and logo used together. This is ideal for brands with a specific, consistent layout that customers associate with the business.
Example Scenarios
Let’s say you own “Green Valley Farms,” which sells organic dairy. You might:
- Register “Green Valley Farms” as a word mark
- Register your farm-and-hills logo as a design mark
- Register the name and logo together as a composite mark
This strategy gives you full protection—covering the name, the logo, and the way they appear together.
Need Help Choosing the Right Trademark?
Choosing the right trademark type depends on your brand, your goals, and your budget. If you’re ready to register or just need some guidance, reach out to us, either by chat on the website or phone at (615) 747-7467.
About the Author
Nathan Moore is the founder of Moore Law PC, a business law firm based in Nashville, Tennessee. He has practiced law for more than 20 years, advising entrepreneurs and companies on matters involving trademark registration, business formation, contracts, and commercial disputes.
Mr. Moore is licensed to practice in all Tennessee state courts, as well as the United States District Court for the Middle District of Tennessee and the United States Court of Appeals for the Sixth Circuit.
He earned his Juris Doctor from George Mason University School of Law and holds a Bachelor of Arts in Economics from Vanderbilt University.
His articles explain business and intellectual property topics in plain English so business owners can make informed decisions.
Last reviewed by Nathan Moore, Attorney at Law — December 2025
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