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What is a Figurative Mark?

A figurative mark consists of two-dimensional graphic and pictorial representations. A figurative mark does not contain any elements of a word mark, i.e. no Latin letters, no numbers and no punctuation marks and special characters permitted for a word mark.

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Adaptations to the Zeitgeist

Problematic – as with all types of trademarks – are later changes. Especially logos are often graphically adapted to the respective zeitgeist over time. As long as the graphic relaunch is only moderate, i.e. the logo is recognizable at first glance as a minor mutation of the original logo, the protection of the original logo also extends to the mutation.

However, if the design of the new logo deviates too far from the design of the protected logo, a new trademark would have to be registered. This can be highly problematic from a legal point of view if similar trademarks have been registered in the meantime.

Distinction from other Types of Trademarks

The figurative mark is closely related to other forms of trademarks.

Figurative marks which contain elements of a word mark, i.e. letters, numbers or punctuation marks and special characters permitted for a word mark, must be registered as a word/figurative mark.

If a three-dimensional form is to be protected instead of a two-dimensional one, a shape mark (3D mark) must be registered.

Mere contourless colors must be registered as color marks.

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Other Types of Trademarks

Word marks Figurative marks Word/figurative marks Color marks 3D marks / Shape marks Position marks Pattern marks Sound marks / Aural marks Identification thread marks Hologram marks Motion marks Multimedia marks Other marks

Costs of a Figurative Mark

You want to register a figurative mark? Then you have come to the right place!

You can find an overview of the costs and fees in our trademark protection packages with fixed prices.

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