Logo vs Wordmark: The Founder's IP Trap
The 30-Second Answer
| Question | Answer |
|---|---|
| Should I file wordmark or device mark first? | Wordmark. Always. |
| Why? | Wordmark protects the name in any visual form. Device mark protects only the specific logo. Names survive redesigns. Logos don't. |
| When do I add device mark? | When your logo is final, distinctive, and you'll keep it 2+ years. |
| What if I file device mark only? | You've protected the logo, not the name. Brand name is unprotected. Someone can launch with a different logo but the same name. |
| What if I file wordmark only? | You've protected the name. Logo is unprotected against copying. Most brands are fine with this for years. |
| Cost (individual, 1 class)? | Wordmark: ₹7,399. Device mark: ₹7,399. Both parallel: ₹14,798. |
That's the whole quiz. The rest of this article explains why.
Why Founders Keep Picking Wrong
Every founder I've ever talked to about trademark starts the conversation the same way: "I want to trademark my logo."
The instinct is reasonable. The logo is the visual thing. You spent ₹1.5L on a designer. The logo feels like the asset. The wordmark - your brand name in plain text - feels almost too boring to protect.
But here's what actually happens:
- The wordmark is broad. Register "Burn After Reading" as a wordmark, and your protection covers ANY visual treatment of that name - any font, any colour, any layout, any language. If a competitor launches with "Burn After Reading" in a wildly different visual treatment, you have grounds to stop them.
- The device mark is narrow. Register your specific logo image, and your protection covers ONLY that exact pixel arrangement filed. Refresh the logo (new colour, refined typeface, simplified icon - completely normal brand evolution) and your registered device mark no longer matches your actual logo. The protection is, legally, void.
So founders file device mark only because "the logo is the asset," then refresh the logo in year 3 (because brands refresh logos), then discover in year 4 (when a competitor copies the refreshed logo) that their registered device mark is for the OLD logo - the new one is unprotected. They've spent ₹7,399 on protection that lapsed the moment they rebranded.
The wordmark survives every refresh. The device mark dies with every refresh. File wordmark first. Always.
The Logo Lifecycle Diary
Three short entries from the same founder, three different years.
Year 1, March - Filing Day
You just paid ₹1.5L to a designer for the perfect logo for "Burn After Reading," your D2C candle brand. Warm orange gradient, custom serif wordmark, a stylized flame icon. You love it. You file TM-A on the device mark (₹7,399 individual, iPro package). The IP India portal accepts it. Filing receipt dated March 14. Priority date locked. You feel like a real founder.
You did NOT file wordmark on "Burn After Reading" because "the logo already includes the name - isn't that the same thing?"
It is not the same thing. You're about to find out why.
Year 3, August - The Refresh
Your designer has been pushing for a refresh for 6 months. "The current logo feels dated. The icon is too complex for mobile. We need to simplify." You agree. You pay ₹1.5L again. New logo: single-colour (warm orange only), simplified flame icon, sans-serif wordmark. Coordinated rebrand rollout across website, packaging, socials. You feel modern. You feel grown-up.
You did NOT file a new TM-A on the refreshed logo. You assumed your year-1 filing still covers it. It does not.
Three weeks after the refresh, a competitor - let's call them "Burning Pages" - launches with a logo that's suspiciously similar to your NEW refreshed logo. Different enough to dodge direct copying claims, similar enough that customers are getting confused.
Year 3, September - The Realisation
Your COO forwards you the email about the competitor. You call your lawyer at 4:15 pm. By 4:42 pm, the call ends with this summary:
- Your registered device mark is for the YEAR 1 logo. The YEAR 3 refreshed logo is not protected.
- "Continuous use of the registered mark" rule: since you stopped using the year-1 logo (because you refreshed), your registered device mark can be challenged for non-use and removed from the Register.
- You have no grounds to oppose the competitor's similar-to-your-new-logo filing because you have no registered rights to the new logo.
- Options: (a) file new TM-A on the new logo (₹7,399 + 12-18 months to registration, competitor's logo unopposed during this window), (b) try common-law passing-off case (₹5L+ in legal fees, weak case, no guarantee of winning), (c) let it go.
You pick option (a). File new TM-A. Pay ₹7,399 again. Wait another 12-18 months for the new device mark to register. The competitor's similar logo is unopposed during this window. You lose customers who can't tell your brand from theirs.
Total cost of the logo-refresh-without-refiling mistake: ₹7,399 (initial device mark) + ₹1,50,000 (refresh design) + ₹7,399 (new device mark filing) + ₹35,000 (passing-off case attempt) + 4 months of customer confusion = roughly ₹2,15,000 wasted.
If you'd filed wordmark on "Burn After Reading" in year 1, the wordmark would have survived every logo refresh. The competitor's similar logo (with the same brand name in a different visual treatment) would have been clear TM infringement. You could have stopped them with a single ₹50 cease-and-desist letter citing your wordmark certificate.
The wordmark costs the same as the device mark - ₹7,399. But the wordmark compounds in value over time. The device mark erodes with every refresh.
Side-by-Side: Wordmark vs Device Mark
| Dimension | Wordmark | Device mark (logo) |
|---|---|---|
| What it protects | Brand name in plain text - ANY visual treatment of the name | Specific logo design - the exact pixel arrangement filed |
| What it doesn't protect | The specific logo image | The brand name in any other visual treatment |
| Scope | Broadest - any font, colour, layout | Narrowest - only the specific filed image |
| Survives logo refresh | YES | NO - refresh = obsolete registration |
| "Use it or lose it" risk | Low (name stays in use) | High (logo refresh = non-use of registered mark) |
| Cost (individual, 1 class) | ₹7,399 | ₹7,399 - ₹8,799 (slightly higher for image upload + spec) |
| Renewal (every 10 years) | ₹9,000/mark/class | ₹9,000/mark/class |
| Strongest against | Competitors using the same name in any visual treatment | Competitors using a similar logo to confuse customers |
| Weakest against | Competitors copying the specific logo design (device mark covers that better) | Competitors using the brand name in a different visual treatment |
| Best for | Service businesses where the name matters more than visual identity | D2C brands where both name AND visual identity matter equally |
When You Need Both
If your logo is final, distinctive, and you'll keep it 5+ years - file both. ₹14,798 individual for parallel filing.
If your logo is still evolving - file wordmark only. Add device mark when the logo is final.
If you're a service business (consultancy, SaaS, agency) - wordmark only. The name is your brand.
If you're a D2C brand with a distinctive logo - both. Logo and name are equally valuable.
If you're preparing for investor due diligence or franchise/licensing - both. Comprehensive IP coverage is scrutinised.
If you're planning international expansion via Madrid Protocol - both. International filings typically include both wordmark and device mark.
The Cost Picture
Government fees (verified October 2026):
| Mark type | Govt fee (individual) | Govt fee (company) | Renewal | Lifespan |
|---|---|---|---|---|
| Wordmark | ₹4,500/mark/class | ₹9,000/mark/class | ₹9,000 every 10 years | Indefinite (with renewal) |
| Device mark (logo) | ₹4,500/mark/class | ₹9,000/mark/class | ₹9,000 every 10 years | Indefinite (with renewal) - BUT voided if logo refreshes |
| Label mark | ₹4,500/mark/class | ₹9,000/mark/class | ₹9,000 every 10 years | Indefinite - BUT voided if label refreshes |
| Shape mark (rare) | ₹4,500/mark/class | ₹9,000/mark/class | ₹9,000 every 10 years | Indefinite |
| Sound mark (rare) | ₹4,500/mark/class | ₹9,000/mark/class | ₹9,000 every 10 years | Indefinite |
Note: government fees are identical across mark types. The difference is what you actually get protected, not what you pay.
What iProSolutions Charges
| Package | Govt Fee | Our Fee | Total |
|---|---|---|---|
| Wordmark (individual) | ₹4,500 | ₹2,899 | ₹7,399 |
| Wordmark (company) | ₹9,000 | ₹8,299 | ₹17,299 |
| Device mark (individual) | ₹4,500 | ₹2,899 - ₹4,299 | ₹7,399 - ₹8,799 |
| Parallel: wordmark + device mark (individual) | ₹9,000 | ₹5,798 | ₹14,798 |
| Parallel: wordmark + device mark (company) | ₹18,000 | ₹16,598 | ₹34,598 |
| New device mark when logo refreshes | ₹4,500 | ₹2,899 | ₹7,399 (full new filing - no migration discount) |
All iPro prices verified October 2026. Industry standard professional fees range 30-50% higher.
The Lifecycle (Identical for Both)
| Stage | Wordmark | Device mark |
|---|---|---|
| Pre-filing search | 1-2 days (text search) | 1-2 days (image search - harder) |
| File TM-A | Day 1 (priority date) | Day 1 (priority date) |
| Examination | 8-12 months | 8-12 months |
| Objection response (if raised) | 1-3 months | 1-3 months |
| Publication window | 4 months | 4 months |
| Registration certificate | 12-18 months total | 12-18 months total |
| Renewal | Every 10 years, ₹9,000/mark/class | Every 10 years, ₹9,000/mark/class |
Same timeline, same cost. The difference is what survives a refresh.
Five Things That Will Save You Money
- File wordmark FIRST. ₹7,399 individual. Survives every logo refresh. The single best trademark investment a founder can make.
- Don't file device mark on an evolving logo. Wait until the logo is final. Refiling after every refresh = ₹7,399 wasted each time.
- Get DPIIT startup recognition. Free. Drops TM fee from ₹9,000 to ₹4,500 even if you're a Pvt Ltd. Saves ₹4,500 per TM filing.
- Wordmark covers styled fonts. Don't file a separate device mark for "your brand name in a distinctive font" - the wordmark already covers any styled font. Save the ₹7,399.
- Bundle wordmark + device mark when ready. iPro's Parallel Bundle (₹14,798 individual) saves ₹500-₹1,000 vs filing separately, plus one filing session covers both.
DIY vs Professional
For a simple wordmark in 1 class where you're confident no conflicts exist: DIY is viable. The IP India portal accepts anyone with a DSC. Risk: medium.
For device marks (image upload and design specification is technical), parallel wordmark + device mark filing, multi-class filing, or strategic decisions about which mark type to file: get help. The cost of filing the WRONG mark type is ₹4,500 wasted + zero protection for the asset you actually wanted to protect.
| Cost lane | Wordmark only (individual) | Parallel wordmark + device mark (individual) |
|---|---|---|
| DIY | ₹4,500 + 4-8 hrs your time + rejection risk | ₹9,000 + 8-14 hrs + image upload risk |
| Industry standard | ₹7,500 - ₹19,500 | ₹15,000 - ₹39,000 |
| iProSolutions | ₹7,399 | ₹14,798 |
Quick FAQ (Real Questions, Short Answers)
Should I file the wordmark or the logo first? Wordmark first. Always. Broader protection, survives every refresh. Add device mark only when your logo is final.
What happens if I refresh my logo after filing the device mark? Your registered device mark becomes obsolete. You must file a new TM-A on the new logo at full price (₹7,399+). The old registration provides no protection for the new logo.
Does the wordmark cover my styled-font logo? Yes - wordmark protection covers ANY visual treatment of the name, including your specific styled font. Don't waste ₹7,399 filing a separate device mark for the styled-font version.
What's the difference between device mark and label mark? Label mark protects the complete packaging label (text + graphics + colours as one composite). Device mark protects only the logo. Different things, same cost.
How much does device mark cost vs wordmark? Same government fee: ₹4,500/mark/class (individual) / ₹9,000 (company). Professional fee slightly higher for device marks (₹2,899-₹4,299 at iPro vs ₹2,899 for wordmark) because of image upload and design spec drafting.
How long does each take to register? Identical: 12-18 months. Same examination pipeline.
Do I need to file a new device mark every time I refresh the logo? Yes. Refresh = obsolete registration = new TM-A at full price. This is why wordmark-first is the durable strategy.
Can I convert my device mark to a wordmark later? No - trademark law doesn't allow conversion. You must file a new TM-A for the wordmark at full price.
I filed device mark only at year 1 and now want wordmark too. What do I do? File the wordmark now (₹7,399 individual). The wordmark will have a priority date of NOW, not year 1 - so any competitor who filed wordmark on a similar name between year 1 and now has priority over you.
How do I bundle wordmark + device mark? iPro's Parallel Bundle: TM wordmark + TM device mark, same brand, same class, one filing session. ₹14,798 individual. Talk to us.
People Also Search For
- difference between logo and wordmark trademark - Difference between logo and wordmark trademark: wordmark protects the NAME in any visual form; logo (device mark) protects the specific image only.
- wordmark vs device mark cost - Wordmark vs device mark cost: same government fee (₹4,500/mark/class individual), slightly higher professional fee for device mark (₹2,899-₹4,299 vs ₹2,899).
- should I trademark my logo or name - Should I trademark my logo or name? Name (wordmark) first - broader protection, survives every logo refresh. Add device mark when logo is final.
- trademark logo refresh - Trademark logo refresh: refreshing your logo invalidates your registered device mark - you must file a new TM-A on the new logo (₹7,399+).
- parallel trademark filing - Parallel trademark filing (wordmark + device mark, same class): ₹14,798 individual, ₹34,598 company at iProSolutions.
- wordmark vs device mark protection - Wordmark vs device mark protection: wordmark is broadest (any visual treatment of name); device mark is narrowest (specific image only).
- logo trademark vs name trademark - Logo trademark vs name trademark: name trademark (wordmark) survives every refresh; logo trademark (device mark) dies with every refresh.
- trademark logo only vs wordmark - Trademark logo only vs wordmark: filing only the logo leaves the brand name unprotected - file wordmark first, always.
- wordmark vs device mark in India 2026 - Wordmark vs device mark in India 2026 (verified October 2026): same govt fee ₹4,500/mark/class individual, same timeline 12-18 months.
- trademark logo registration cost - Trademark logo registration cost (device mark, individual): ₹7,399-₹8,799 (₹4,500 govt + ₹2,899-₹4,299 professional).
- wordmark trademark filing - Wordmark trademark filing: ₹7,399 individual (₹4,500 govt + ₹2,899 professional) - broadest protection, survives every refresh.
- device mark filing fees - Device mark filing fees: same as wordmark - ₹4,500/mark/class (individual) + ₹2,899-₹4,299 professional at iProSolutions.
- logo refresh trademark - Logo refresh trademark: when you refresh your logo, the old device mark becomes obsolete - file new TM-A (₹7,399+) to protect the new logo.
- device mark vs wordmark - Device mark vs wordmark - device mark protects the specific logo image; wordmark protects the brand name in any visual form. File wordmark first.
- TM logo - TM logo - trademark registration for your logo (device mark). ₹7,399 individual. Survives only until you refresh the logo - then must refile.
- wordmark trademark - Wordmark trademark - TM registration for your brand name in plain text. ₹7,399 individual. Broadest protection, survives every logo refresh.
The Last Word
Three things to remember:
- Wordmark protects the name. Device mark protects the specific logo. Wordmark survives every refresh. Device mark dies with every refresh.
- File wordmark first, always. ₹7,399 well-spent. Add device mark only when your logo is final and distinctive.
- The biggest budget-killer is refreshing the logo without filing a new device mark. Old registration becomes obsolete; new logo is unprotected. Wordmark-first strategy avoids this entirely.
If you've read this far, you know which mark type to file first. Talk to iProSolutions - we'll tell you upfront which mark type suits your brand and what it'll cost.
Pricing verified October 2026 against IP India fee schedule. All brand examples are fictional.