This Is Our “17 Seconds” Newsletter #132: 17 Seconds = Useful Info Quickly.
A word trademark protects against other trademarks that sound like the word. A logo trademark protects against other trademarks that look like the logo. Ideally you should register both. For example, we have CLOCKTOWER LAW as a word logo and also have our airplane logo trademarked, since we want to stop any other law firm from having “Clocktower” in its name or a retro airplane in its logo. When we search trademarks, we search for both look-alike and sound-alike variants, including misspellings. A misspelling is a distinction without a difference, so QUICK and KWIK are considered identical from a trademark perspective. In many cases, an intentional misspelling will cause more headaches (from a trademark perspective) than any perceived benefits (from a marketing/sales perspective).
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