Registering a Logo Trademark in Japan: Word, Symbol or Combined Mark?

"Should we register our logo in Japan, or just the brand name?"
"Can one application cover the word, the symbol and the combined logo?"

Your logo is how Japanese customers recognise you on packaging, Amazon Japan listings and social media. Registering it helps stop copycats — but in Japan what exactly you register (the word, the symbol or the combination) changes both cost and protection. A wrong choice can mean paying for an application that does not protect what you actually use.

This guide by Toru Kano, Japanese Patent Attorney at BrandAgent (Kyoto), explains how logo trademarks work in Japan and how overseas brands should decide what to file.

In short

Logos fall into three types: logotype (stylised word), symbol, and combined mark.
One application covers one mark — the three types are separate applications.
Start with the form you use most, usually the word or the combined logo.
Official fees: filing JPY 3,400 + 8,600 per class; registration JPY 32,900 per class (10 years) or JPY 17,200 (5 years).

Three types of logo

Type	What it is	Typical use
Logotype	The brand name in a particular font or design	When the name is what customers say and search
Symbol mark	A figure or illustration only	When the symbol is recognised on its own
Combined mark	Word + symbol together	When you always use them together

If your Japanese priority is to protect the name, a standard character (plain word) mark is usually the strongest choice, because it covers the word in any font. A logo registration adds protection for the visual design.

Why register your logo in Japan

Deters copycats and lookalike packaging
Gives you a clear legal basis for warning letters and platform takedowns
Supports Amazon Japan Brand Registry, which relies on a Japanese trademark
Makes licensing, distribution and franchise deals easier

Points for overseas brands

Chinese-character logos: Japanese examiners read kanji in Japanese readings and also look at appearance and meaning. A Chinese-character mark may be similar to an existing Japanese mark you would not expect. A prior search in Japan is important.
Latin-letter names: if your logo combines Chinese characters and an English or pinyin name, consider a separate word mark for the Latin name — that is what Japanese customers and Amazon search will use.
Use the exact logo you use on products: a registration for an old version may not cover a redesigned logo.

Filing process

Decide which form to register (logotype, symbol or combined).
Prior search — figurative elements are searched with figure classification codes (Vienna classification), which requires experience.
File: choose classes and goods/services carefully.
Examination: respond to any Office Action.
Registration: pay the registration fee.

Examination takes about 9–12 months; accelerated examination is possible in about 2–3 months if you qualify.

Costs

Japanese costs consist of official JPO fees and attorney fees. Official fees per application: JPY 3,400 + 8,600 per class at filing; JPY 32,900 per class for 10 years (or 17,200 for 5 years) at registration. BrandAgent charges JPY 25,000 per class at filing and JPY 25,000 per class at registration.

Because each form is a separate application, filing the word, the symbol and the combined mark means three applications and three sets of fees. Prioritise.

Common mistakes

Trying to cover several logo versions in one application
Registering a logo version you no longer use
Not checking the licence of a commercial font used in the logotype
Skipping the search for a kanji logo

Which to file first

The name is what matters → standard character (word) mark first
The symbol is strongly recognised → symbol mark
You always use word and symbol together → combined mark

If unsure, look at how the mark actually appears on your products, packaging, website and listings.

FAQ

Q. Do we have to register our logo?
A. Not legally, but the more your logo is seen in Japan, the higher the copying risk.

Q. Word or logo first?
A. To protect the name, a word mark usually comes first; it covers the word in any style.

Q. Do three logo forms cost three times as much?
A. Yes, each is a separate application. You can file in stages.

Q. Our logo is in Chinese characters. Any special risk?
A. Japanese readings and appearance are compared with existing marks, so a search in Japan is essential before filing.

Key points

Logotype, symbol and combined mark are separate applications.
A word mark is often the best first step to protect the name.
Kanji logos need a careful Japanese search.
BrandAgent fees: JPY 25,000 per class at filing and at registration; free prior search when you instruct us to file.

Planning to protect your brand in Japan?
Tell us your mark and your products — we will reply with the classes you need and a fixed quote, free of charge.

BrandAgent Patent Office (Kyoto, Japan)
Toru Kano, Japanese Patent Attorney

Get a free quote for your Japanese trademark