I’m often asked whether an application for a trademark registration should include a special font or logo.
For example, for one filing fee I could have registered the word BEELINE in Raleway font and my happy bee:
But I didn’t do that. Instead, I registered the word BEELINE in no particular font and did a separate registration for my happy bee.
Why did I do that if it cost twice as much?
Because I know that, someday, I’ll change the font or the happy bee. Or I might keep the font and the logo but put them next to each other instead of stacked up.
And when I made those changes it would become impossible to renew my registration. I’d have to start all over again because I wasn’t using the trademark I had registered anymore.
People are always messing around with fonts and logos because tastes change and brands need to stay fresh. There are exceptions. Some companies have made their font a significant part of their brand:
- Coca-Cola® in that iconic script
- Artgum® on those rubber erasers that live in everyone’s desk
- The stylized K of Kellogg’s®
- Everlast® looking like it’s being stretched
Here’s the question to ask yourself for fonts: If someone used a completely different word in your font on a similar good, would you really care? If not, then lay off the font and register in standard characters.
And put your logo in separate registration.
You’ll be happy later you did.