Standard Character Mark in Trademark Registration | Word Mark Trademark Filing Explained

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Standard Character Mark
A word mark is a distinct text-only name of a company, institution, or product name used for identification and branding. A standard character trademark is one where the trademark has word(s), letter(s), and/or number(s) with no design element and no claim to any particular font, style, size, or color.

An application for a standard character trademark (also known as a word mark) protects the word in all visual displays of the trademark. A standard character trademark protects the trademark whenever it appears as part of a logo, design, or alone.

If applicant submits a claim of standard character format, the trademark shown in the drawing does not have to appear in the same font style, size, or color as the trademark shown on the specimen of use. (For more information about specimens of use, please see our blog post here). For example, when applying for a standard character trademark, the trademark in the application will likely show as all capital letters, however, when using the trademark in commerce, you can use capital letters, or not, or a stylized font, or use the trademark as part of a logo. In other words, a standard character trademark protects the word(s) regardless of how the words are displayed.
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