Types of Trade Marks and Their Strategic Uses

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Alain Godement

Reading time: 1 min

Not all trade marks are the same. Dewdney Drew and Alain Godement break down the various categories—word marks, logos, shapes, colours, and more—and how each can be leveraged to protect different aspects of a brand. Learn how to choose the right type of protection.

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The Financial Times logo featuring large "FT" initials above the words "FINANCIAL TIMES" on a beige background.
"IP STARS logo with text in dark blue and yellow, featuring a star symbol within the text, set against a plain background."
The word Legado500 in a large, elegant serif font with black lettering on a transparent background.
The IAM 300 logo features bold red and black text with a stylised red graphic element on a white background.
Three red rounded bars on the left and a large red M on the right against a black background.
A certificate with a grey background, displaying a score of 1000, awarded to Murgitroyd, recommended firm for 2025, featuring the IAM logo and bold text.
WTR 1000 logo in various shades of blue, gold, and black, with a geometric design and text on a transparent background.
The image displays the Lexology Client and Industry News logo with a pattern of dark circles and the words "LEXOLOGY" and "INDUSTRY NEWS".
A round badge with a white interior and gold border, featuring a gold eagle emblem, Chinese characters on a red ribbon, and the text "2024" at the bottom.
Logo of DéCIDEURS MAGAZINE featuring three shooting stars inside a circle and the magazine name in bold black and red text.
WIPR 2024 logo highlighting Diversity, with the tagline "Influential Woman in IP" on a teal background.
The Legal Benchmarking Social Impact Awards 2024 logo features a purple circle with "LBG" and bold black text to the right.
A colourful four-petal flower logo with a dark circle in the centre, accompanied by the text "IP INCLUSIVE" and the tagline "Working for diversity and inclusion in IP".
A colourful abstract logo with interconnected circles and the text "ADAPT.legal" underneath, set against a dark grey background.
European Patent Pipeline Program logo with the acronym "EPPP" in large pink letters above the full name in smaller dark blue text.
LSA logo with green text and leaf design, accompanied by black text reading "Legal Sustainability Alliance" and "Member | 2024".
A close-up of a cybersecurity badge featuring a blue background, green check mark, and the words "Cyber Essentials Certified."
A Cyber Essentials Plus logo featuring a blue and green circular emblem with a tick mark, accompanied by the text "CYBER ESSENTIALS PLUS".
The logo features the word "oveda" with a stylised, multicoloured swoosh design and the slogan “Invested in a better future” underneath.
Green and black logo featuring a stylised globe with wavy lines and the text "United Kingdom Best Managed Companies" beside it.
WIPO Rankings logo with "Highly Recommended Firm" and "UK Patents 2025" text in a mix of dark blue, light blue, and gold colours.