Key Takeaway
In China, you can register three types of trademarks: word marks (text only), design marks (logo/graphic only), and combination marks (text + logo). Each has distinct advantages and risks. Most experts recommend filing both a word mark and a design mark separately — not as a combination. This gives you stronger, more flexible protection across all trademark classes.
Understanding China's Three Trademark Types
Word Mark (文字商标)
A word mark protects the text of your brand name — the characters, letters, or numbers — without any design elements. In China, this includes both English names and Chinese names.
Advantages:
- Broadest protection: covers any visual representation of the text
- Easier to enforce against similar marks
- Not affected by logo redesigns or visual rebrands
- Works across all media and contexts
Example: Registering "RTMCN" as a word mark protects the text regardless of font, color, or styling.
Design Mark (图形商标)
A design mark protects the visual logo — the graphic element, symbol, or artistic design — without text.
Advantages:
- Protects the specific visual identity
- Covers the logo across all languages
- Can be enforced against similar-looking designs
- Important for brands with distinctive visual elements
Example: Registering the RTMCN moon logo protects the graphic design regardless of what text accompanies it.
Combination Mark (组合商标)
A combination mark registers text and logo together as a single mark. This is what most applicants file initially.
The problem: A combination mark is only protected in its exact registered form. If you use the text with a different logo, or the logo with different text, the protection may not apply. This is why experienced trademark practitioners recommend filing word and design marks separately.
Why Filing Separately Is Better
The Combination Mark Trap
Many brand owners file a combination mark thinking it covers both the text and the logo. It doesn't — at least not independently. Here's why:
| Scenario | Word Mark | Design Mark | Combination Mark |
|---|---|---|---|
| Competitor uses your text with different logo | Protected | Not protected | May not be protected |
| Competitor uses your logo with different text | Not protected | Protected | May not be protected |
| You redesign your logo | Still protected | Not protected | Not protected |
| You change brand name font | Still protected | Still protected | May not be protected |
The Recommended Strategy
File three separate applications:
- Word mark for your English brand name
- Word mark for your Chinese brand name
- Design mark for your logo
This triple-filing strategy costs more upfront but provides comprehensive protection that survives rebrands, logo changes, and competitor tactics. See our cost guide for pricing.
Special Considerations for China
Chinese Character Marks
If your brand has a Chinese name — and it should, as we explain in our Chinese naming guide — register it as a separate word mark. Chinese consumers identify brands primarily by their Chinese names.
Color vs. Black-and-White
In China, registering a mark in black-and-white provides broader protection than registering in specific colors. A black-and-white registration covers the mark in any color, while a color registration only protects that specific color combination.
Recommendation: File in black-and-white for maximum flexibility.
Distinctiveness Requirements
China's CNIPA examines marks for distinctiveness. Purely descriptive text or overly simple graphics may be rejected. If your brand name is descriptive (e.g., "Fast Shipping Co."), consider filing a design mark with distinctive graphic elements.
The Nice Classification
Regardless of whether you file word or design marks, you must specify the trademark classes for your goods and services. The classification applies equally to all mark types.
Filing Strategy by Business Type
E-commerce Sellers
If you sell on platforms like Tmall, JD.com, or Amazon China:
- Priority: Word mark (both English and Chinese) — platforms require text mark registration
- Secondary: Design mark for brand identity
- Classes: Product class + Class 35 (retail services)
SaaS / Tech Companies
- Priority: Word mark for product name
- Secondary: Design mark for app icon / software interface
- Classes: Class 9 (software) + Class 42 (tech services)
Service Businesses
- Priority: Word mark for company name
- Secondary: Design mark for marketing materials
- Classes: Your service class + Class 35 (advertising)
Brands with Strong Visual Identity
- Priority: Both word and design marks equally
- Consider: Filing the logo as a separate design mark to protect against visual copycats
How RTMCN Can Help
At RTMCN, we help international brands develop the right filing strategy for China. Our services include:
- Trademark type analysis: We recommend whether to file word marks, design marks, or both
- Multi-class filing: We identify all classes where you need protection
- Chinese name registration: We help you register your Chinese brand name as a word mark
- Filing and prosecution: We handle the complete application process with CNIPA
- Portfolio management: We track deadlines, renewals, and expansion opportunities
Next Steps
Don't leave your trademark type to chance. The right filing strategy today prevents expensive problems tomorrow.
Start here:
- Get a free strategy consultation — We'll recommend the best filing approach for your brand
- Review trademark classes — Identify where you need protection
- Understand the costs — See pricing for word marks, design marks, and combinations
*The right trademark type depends on your brand. Contact RTMCN for expert guidance on filing strategy.*