The registration of a trademark, the USPTO gives you two options: standard or special form characters (stylized and / or design). Let's look at each in detail and that should help decide the best way to file your trademark.
As in any discussion of trade mark application, it is always assumed that you have done your due diligence and had carried out thorough investigations. That said ...
Standard Characters
This option is selected to "register word (s), letter (s)Number (s), or a combination thereof, without design element, and if you do not claim a particular font, style, size or color, and beyond any stylization or design element. "In essence, the USPTO speak plain text.
At the end of that statement was the brand has to fit within the character set standard. These include letters and numbers, but also some symbols like the ampersand (&), dollar sign ($), the asterisk (*), etc.
special form (stylizedand / or design)
This option is selected, the mark, the records "are stylized word (s), write (s) and / or (s) and / or a design element." For example, if your company is displayed in a specific character and the character is an important element of your brand as a whole, might be a good idea to be as such a file. This is the choice to make whether to submit a logo / design can. A logo can be presented alone or with your name.
You can file for both?
Technically yes, ifNot at the same time. Two separate applications (or twice the taxes) would have made if you wanted to choose fonts and the standard form.
Why should I file?
Most small business owners and not, as everything in the world will mark off on your plans for the brand globally. Suppose you have a name and logo - not enough light, use the form provided. But suppose that your name will appear without the logo in aVariety of fonts. Maybe you have multiple product lines or your range is designed for different types of consumers and have different characters for each. Then you can be a good idea, even the file name as the default font is not to say the brand a distinctive look, but to protect as a whole.
