Standard Character Marks in Japan: Word Mark vs. Logo Mark and How to Choose

"Should we register our brand name in standard characters, or file our logo?" "If we register the word, is the logo covered too?"

These are common questions from overseas brand owners filing in Japan for the first time. In this article, Japanese Patent Attorney Toru Kano of BrandAgent explains what a standard character mark is, how it differs from a logo mark, and how to decide which one — or both — you need.

What is a standard character mark?

Under Article 5(3) of the Japanese Trademark Act, a mark consisting only of characters can be filed in the "standard characters" designated by the Commissioner of the JPO, when the applicant does not claim any particular font, style or design. The application simply states 【標準文字】 (standard characters), and the mark is recorded in the JPO's designated typeface.

For example, a brand name such as "BRANDAGENT" can be registered without specifying font, weight or design. This is the Japanese equivalent of what many countries call a "word mark" or "standard character claim."

Types of trademarks in Japan

Japan protects many kinds of marks: word marks, figurative marks, combined (word + figure) marks, three-dimensional marks, and — since April 2015 — sound, colour, motion, hologram and position marks. A word mark consists only of characters, such as Roman letters, numerals, katakana or kanji.

Within word marks there are two ways to file:

• Standard characters: the wording in the JPO's designated typeface, flagged as 【標準文字】.
• Ordinary (stylised) word mark: letters in a specific design, submitted as an image.

So a mark made only of letters is not automatically a standard character mark — it depends on how you file it.

How is a logo mark different?

A logo mark protects the overall appearance: lettering design, figures, colours and layout. It is the right choice when you have stylised lettering, a word combined with a symbol, or a specific logo design you want to protect.

Advantages of standard character marks

1. Not affected by font changes

Your brand name appears in different fonts on your website, packaging, product listings and ads. A standard character registration fits this reality. For non-use cancellation purposes (Article 50), a change of typeface alone is treated as use of the same mark.

2. Protects the brand name itself

For a new brand entering Japan, the name is usually the first thing to secure. Logos are often redesigned; names rarely are.

3. Suits name-driven businesses

Service names, app names and e-commerce brand names are a natural fit. For sellers on Amazon Japan or Rakuten, a word mark registration is generally the most practical basis for brand protection on the platform (check each platform's current requirements).

Limits and points to watch

Advantages of logo marks

A logo mark protects your brand as customers actually see it. It is especially important when your brand has a distinctive symbol, when the lettering design itself carries brand value, or when customers recognise you by visual impression — for example, a logo printed on products and packaging.

So which should you choose?

It depends on what you want to protect.

Standard characters suit you if…

• You want to protect the brand name
• You expect to change fonts or presentation later
• Your business is built around a product or service name

A logo mark suits you if…

• You have a distinctive logo
• Customers recognise you by a symbol or design
• Visual impression matters most to your brand

The common approach in practice

File the name in standard characters first and, where needed, file the main logo as well. The scope of each right is defined by the mark as filed and the designated goods/services, so the two filings cover different risks.

A note for overseas applicants: your Japanese registration covers the mark as filed. If you also plan to use a katakana (Japanese) version of your brand, consider whether to protect it separately. And if your home filing is a logo, a Madrid designation of Japan will also be a logo; to secure the word in standard characters, a direct Japanese filing gives you that flexibility.

Conditions for standard characters

In summary, a mark can be filed in standard characters when:

• it consists only of characters;
• all characters are within the JPO's designated set; and
• it includes no particular decoration or figurative element.

The JPO's examination guidelines also set some layout requirements. Do not assume that any text-only mark qualifies; we check this for you before filing.

Also check whether the mark is registrable at all

Whether you choose standard characters or a logo, the mark must still pass examination. Under Article 3, marks lacking distinctiveness are refused, such as:

• The common name of the goods (e.g. "Aluminium" for aluminium products)
• Terms customarily used in the trade
• Marks that only indicate origin or quality (e.g. "Tokyo" for confectionery)
• Common surnames or company names
• Very simple marks, such as one or two Roman letters or numerals

Article 3(2) allows an exception where the mark has acquired distinctiveness through use. Under Article 4, marks identical or similar to others' earlier or well-known marks, and marks resembling national flags or public emblems, are also refused. A prior search before filing is therefore essential.

Common mistakes

• Assuming the logo is protected by a standard character filing
• Assuming decorated lettering can be filed in standard characters
• Not separating the roles of the brand name and the logo
• Deciding without considering future logo or font changes
• Assuming every text-only mark qualifies as standard characters

FAQ

• Q. What is a standard character mark?
  A. A word-only mark filed under Article 5(3) without claiming any design, recorded in the JPO's designated characters.
• Q. Does a standard character registration give broader rights?
  A. Not as such. The scope of any right is determined by the mark and the designated goods/services. A word mark is simply not tied to a particular design.
• Q. Does a standard character registration protect our logo?
  A. No. If you need to protect the design or symbol, file the logo as well.
• Q. Is a standard character mark examined differently?
  A. No. It goes through the same formality and substantive examination as any other application.
• Q. What does it cost to file both the word and the logo?
  A. They are two separate applications. BrandAgent's fee is JPY 25,000 per class at filing and at registration for each application (excluding tax, where applicable), plus official fees.

Summary

Related articles

• Registering a Logo Trademark in Japan: Word, Symbol or Combined Mark?
• 3D Shape Trademarks in Japan: Which Product and Packaging Shapes Can Be Registered?
• What Is Trademark Registration in Japan? How It Works, Benefits, Costs and Process for Foreign Applicants
• Trademark Search in Japan: How to Check Prior Marks Before Filing (and What People Miss)