Registering a trademark in China is not just about choosing a word or a logo. The Chinese legal system recognizes several distinct types of trademarks, each requiring careful review and proper filing. Understanding these variations is essential to effectively secure your intangible assets.
1. Word Mark (文字商标)
It refers to a name, a word, or a set of characters — either Latin or Chinese. The Chinese version of your trademark must be carefully chosen (see Article 5), both for its meaning and its pronunciation.
“星巴克” (Xingbake) for Starbucks.
2. Figurative Mark (图形商标)
These are graphic elements, logos, pictograms, etc. Widely used in the luxury and food industries. A simple variation in color or shape may justify a separate filing.
3. Combined Mark (组合商标)
It combines text and image in a single mark. Caution: registering only a combined version does not separately protect the word and the logo.
4. Three-Dimensional Mark (立体商标)
A distinctive physical shape of the product, such as the Coca-Cola bottle or candy packaging. Rare, but legally recognized.
5. Sound Mark (声音商标)
Introduced more recently, it covers a jingle, melody, or distinctive sound associated with a product or brand (e.g., the MGM lion’s roar).
Why these distinctions matter
Each type of trademark is subject to specific legal criteria and examination procedures. Failing to differentiate them can lead to a rejected application or incomplete protection. Moreover, Chinese counterfeiters often exploit the interplay between form, sound, and visuals to register imitations without directly infringing a Western registration.
👉 At China Brand Office, we advise you on choosing the right type of trademark based on your business, market, and visual assets.
