Name or logo: what should you register as a trademark?

Register the part of your brand that should remain recognisable and valuable to the business. If customers mainly remember the name, assess a word mark. If graphics play a significant role, assess the logo separately. A combination of words and images needs to be assessed as the particular composition you submit.

Start with how you use it

Collect examples of packaging, signs, your website and advertising. Does the name always appear with the symbol? Do you use a separate app icon? Does the typeface change across channels? These questions help define the application more precisely than a general request to protect the whole brand.

For illustration, a workshop uses the name “Вересова лінія” and an abstract wave emblem. They appear together on the sign, but small products carry only the emblem. The team needs to assess both uses instead of assuming one layout automatically resolves every protection question.

A word mark

A word mark focuses the application on the verbal element. For example, Ireland’s IPOI distinguishes word and figurative marks: words in standard characters and a graphically presented sign are different forms of representation. This explains types of marks; it is not a rule that rights have the same scope in every country.

A practical business question is whether the name will retain independent value after a future redesign. If so, assessing it separately may take priority. However, an ordinary description of a product does not become registrable simply because you call it a brand.

A logo and combined elements

A graphic application should match the agreed image. Before filing, determine the final composition: symbol, text, arrangement and other significant elements. Keep the file used in the application so you can later compare it with the artwork actually used.

Do not promise the team that registering a composition will give a separate monopoly over every word in it. The Ukrainian IP Office explains that certain elements may be included in a trademark as unprotected elements under conditions set by law. The specific sign and its assessment matter.

Setting priorities on a limited budget

• Identify what customers use to find you: the name, the symbol or both.
• Separate lasting parts of the brand from seasonal design.
• Check the name and graphics for possible conflicts.
• Compare separate applications with an application for the composition.
• Ask which risks remain under each option.

Two applications mean two separate subjects to file and maintain. Plan costs around the territories and goods you need, not just the number of images. The final choice should fit the business; there is no universally best format.

Before submitting the application

Discuss use of the name in different scripts separately. Do not treat the Ukrainian spelling and a Latin-script version as one unchanged layout: show the specialist both versions and explain where each will be used. A short guide to approved brand versions helps the sales team avoid accidental spellings in documents, advertising and packaging.

Agree on the name’s spelling, the final logo file and the goods and services list. Check your arrangements with the designer about rights in the graphics. If a redesign is planned soon, discuss it before filing. Changing marketing artwork and changing the subject of legal protection are different tasks that should be coordinated in advance.

For a convenient first check of a name, use ProfitMark trademark search. Specify the name, target market and goods or services. This is an initial check: matches and potential conflicts still need a specialist’s assessment.

Checked against official sources: 22 October 2026.