When planning a Japanese trademark application, one of the most important steps is deciding whether to file a word mark, a logo (figurative mark), or a combined/device mark. Each type offers different levels of protection under the Japan Patent Office (JPO) system.

At APEX Patent Solutions, we specialize in supporting foreign businesses, Amazon sellers, and international startups with smooth and reliable trademark filings in Japan. As a licensed Japanese patent attorney (Benrishi) firm, we help overseas clients choose the right filing strategy, prepare documents, and respond to JPO office actions to secure strong brand protection in Japan.

This guide explains the key differences between word marks, logos, and combined marks, and provides practical tips to help you make the best decision for your brand in the Japanese market.

1) Word Marks in Japan (Standard Character)

What they are: A registration for a word in plain text (no stylization).
Why file them: Coverage across regular typography—easy to use in any font or layout.
Good for: Brand names you’ll print in many styles, packaging, and online listings.

When they get refused:
Marks that lack distinctiveness under Japan’s Trademark Act—for example:

  • Generic terms for the goods/services (“COFFEE” for coffee).
  • Customary or descriptive terms (e.g., “Extra Spicy” for curry).
  • Common surnames or simple single letters/numerals used alone.

How to make a word mark more registrable:

  • Coined terms and distinctive spellings (e.g., blending or truncation)
  • Avoid geographic names and direct product qualities in the core mark
  • If you must use descriptive wording, combine it with a truly distinctive element (but note: you won’t monopolize the descriptive part)

Learn more: see Standard Character Trademarks in Japan and How to Register a Trademark in Japan (Step-by-Step Guide).

Example of work mark

2) Logos / Figurative Marks (Design/Device without separate word protection)

What they are: Stylized words, emblems, icons, or graphic logos.

Pros:

  • Often registrable even when the word alone is weak, because the design can add distinctiveness.
  • Strong visual identity—useful in fashion, consumer goods, and e-commerce thumbnails.

Cons:

  • Protection is tied to the filed design. Meaningful redesigns may fall outside the registered scope.
  • If your main risk is look-alike names, a logo-only registration may be too narrow.

Best practices:

  • Keep the logo consistent in real use to avoid “non-use” risk.
  • If you use multiple colorways, file the most-used version. (Under Japanese law, color variants can sometimes be treated as the “same” for use purposes when only color differs, but evidence matters—consistency helps.)

3) Combined (Device) Marks (Word + Logo in one filing)

What they are: One image file containing both the brand name and the graphic.

Pros:

  • Practical if budget allows only one application now; design can boost distinctiveness of a borderline word.

Cons (enforcement & use):

  • If a copycat changes either the word or the graphic, it’s easier for them to argue non-infringement.
  • For non-use cancellation (no use for 3+ years can lead to cancellation), you’ll need proof showing use of the registered combination, not just the word or logo alone.

Strategy tip:
If you can, file both (1) a standard character word mark, and (2) a logo as a separate application. Use a combined mark only when needed for distinctiveness or budget constraints.

Example of combined mark

4) What Is “Distinctiveness” in Japan?

A mark must help consumers identify source. The JPO commonly refuses:

  • Generic/common names of goods/services
  • Customary indications used by the trade
  • Merely descriptive quality, place of origin, or characteristics
  • Very simple/ordinary signs (single letters, plain shapes)
  • Common surnames or company types alone

Workarounds:

  • Coined or arbitrary words (e.g., “PEPSI”-type)
  • Suggestive—implies a quality without describing it (“locks allergies” → for an allergy drug brand)
  • Combine design elements that add distinctiveness (but descriptive words remain free for all)

5) Filing Choices by Budget & Risk

If budget permits (recommended):

  • File #1: Standard character word mark
  • File #2: Logo mark
  • (Optional) File #3: Combined mark if marketing locks word + logo together

If budget is limited:

  • Choose the mark you will use most frequently in commerce (helps defend against non-use cancellation).
  • If your word is weak/descriptive, the logo or combined mark can improve registrability.

6) New & Non-Traditional Marks (FYI)

Japan also accepts 3D shape, color (as color-only), position, motion, hologram, and sound marks (same fees as traditional types).
These require careful specimens and can be harder to register; talk to our Benrishi first.

7) Common Pitfalls (and How to Avoid Them)

  • Descriptive core: Don’t make the main part purely descriptive. If needed, add a distinctive coined element.
  • Over-complex logos: Too many elements reduce clarity; keep a clear, distinctive centerpiece.
  • Single combined filing only: Splitting word and logo increases coverage and enforcement options.
  • Inconsistent use: Align real-world use with the filed specimen; keep proof (packaging, website, Amazon listings).

8) How to File in Japan (and Who Can File)

  • You file with the Japan Patent Office (JPO), listing your mark, goods/services (Nice Classification), and applicant info.
  • Processing typically takes 6–12 months (faster/slower depending on examination and any refusals).
  • Foreign applicants without a Japanese address/office must appoint a local representative (Benrishi).
    • APEX Patent Solutions has licensed Benrishi on staff and can represent you from filing to registration and renewal.

Next steps:

9) Get Practical Help (Free Estimate)

Not sure whether to file a word, logo, or combined mark? Send us your mark and target products/services.

  • Free estimate & strategy memo tailored to your risk and budget
  • Clear class coverage (Nice) and registrability review
  • Representation by Benrishi for all JPO actions

→ Get a Free Trademark Quote
→ Contact APEX Patent Solutions
→ Trademark Services in Japan