A figurative mark is a type of trademark that consists mainly of graphic, visual, or drawn elements, such as logos, images, symbols, or shapes. It may include colours, lines, illustrations, or combinations of these visual elements.
Unlike a word mark, which consists exclusively of words or letters, a figurative mark relies on the visual aspect of the sign to distinguish a company’s products or services from those of other companies. For example, it may include stylised images, patterns, or designs that together form a distinctive and identifiable whole.
A figurative mark can be protected in the same way as a word mark if it meets the necessary criteria for registration, such as distinctiveness and the absence of confusion with earlier marks. To obtain this protection, the figurative mark must be registered with the competent office, such as the INPI in France or the EUIPO for European Union marks.
Companies commonly use figurative marks to strengthen their visual identity by creating a memorable sign that stands out in the market. An iconic example of a figurative mark is the Nike logo, which is simply the “swoosh,” a stylised curve.