Why a Word-Mark reigns supreme to a Logo Every Time
Picture your brand as the headline act on an old-school cinema
marquee. The artwork around the poster may draw a passing glance,
but it's the name in lights that fills the auditorium. Yet many
South African companies still spend most of their budget polishing
the poster while leaving the title unprotected. Here's why that
gamble can cost you the whole show – and how to stop it.
A Word-Mark is your Global Passport
Logos, colour palettes and clever packaging styles are powerful,
but they're also easy to tweak. A knock-off can sidestep your
design trade mark by flipping a colour or tilting a graphic in a
manner which is not regarded confusingly similar in trade to
co-exist. Your name, however – spelled or even sounded the
same – travels across borders and languages. Registering the
word itself puts a legal fence around every way it might appear:
scripted, stylised or whispered over the phone within a
