{"id":127,"date":"2026-10-31T12:26:20","date_gmt":"2026-10-31T03:26:20","guid":{"rendered":"https:\/\/brandagent.jp\/en_blog\/japan-standard-character-mark\/"},"modified":"2026-11-02T16:34:29","modified_gmt":"2026-11-02T07:34:29","slug":"japan-standard-character-mark","status":"publish","type":"post","link":"https:\/\/brandagent.jp\/en_blog\/japan-standard-character-mark\/","title":{"rendered":"Standard Character Marks in Japan: Word Mark vs. Logo Mark and How to Choose"},"content":{"rendered":"<p><span style=\"font-size: 120%;\">&#8220;Should we register our brand name in standard characters, or file our logo?&#8221; &#8220;If we register the word, is the logo covered too?&#8221;<\/span><\/p>\n<p><span style=\"font-size: 120%;\">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 \u2014 or both \u2014 you need.<\/span><\/p>\n<div class=\"st-mybox  has-title st-mybox-class\" style=\"background:#f1f8e9;border-color:#a5d6a7;border-width:2px;border-radius:5px;margin: 25px 0 25px 0;\"><p class=\"st-mybox-title\" style=\"color:#4caf50;font-weight:bold;text-shadow: #fff 3px 0px 0px, #fff 2.83487px 0.981584px 0px, #fff 2.35766px 1.85511px 0px, #fff 1.62091px 2.52441px 0px, #fff 0.705713px 2.91581px 0px, #fff -0.287171px 2.98622px 0px, #fff -1.24844px 2.72789px 0px, #fff -2.07227px 2.16926px 0px, #fff -2.66798px 1.37182px 0px, #fff -2.96998px 0.42336px 0px, #fff -2.94502px -0.571704px 0px, #fff -2.59586px -1.50383px 0px, #fff -1.96093px -2.27041px 0px, #fff -1.11013px -2.78704px 0px, #fff -0.137119px -2.99686px 0px, #fff 0.850987px -2.87677px 0px, #fff 1.74541px -2.43999px 0px, #fff 2.44769px -1.73459px 0px, #fff 2.88051px -0.838246px 0px;\"><i class=\"fa fa-check-circle st-css-no\" aria-hidden=\"true\"><\/i>The short answer<\/p><div class=\"st-in-mybox\">\n<p><span style=\"font-size: 120%;\">A <strong>standard character mark<\/strong> protects the wording itself, regardless of font or design. A <strong>logo mark<\/strong> protects the look, including the design.<br \/>\nProtect the name with standard characters; protect the visual identity with a logo filing. In practice, many brands file both.<\/span><\/p>\n<\/div><\/div>\n<div class=\"st-mybox st-mybox-class\" style=\"margin: 18px 0; padding: 16px; border: 2px solid #e5e7eb; border-radius: 10px; background: #fafafa;\">\n<p><span style=\"font-size: 120%;\"><strong>What you will learn<\/strong><\/span><\/p>\n<ul style=\"margin: 10px 0 0 18px;\">\n<li><span style=\"font-size: 120%;\">What a standard character mark is and its legal basis<\/span><\/li>\n<li><span style=\"font-size: 120%;\">How it differs from a logo mark<\/span><\/li>\n<li><span style=\"font-size: 120%;\">When a mark qualifies as standard characters<\/span><\/li>\n<li><span style=\"font-size: 120%;\">How to choose between the two<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Common mistakes<\/span><\/li>\n<\/ul>\n<\/div>\n<h2><span style=\"font-size: 120%;\">What is a standard character mark?<\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large\" src=\"https:\/\/brandagent.jp\/blog\/wp-content\/uploads\/2021\/09\/space-3262811_1280-1024x640.jpg\" alt=\"\" width=\"920\" height=\"575\" \/><\/p>\n<p><span style=\"font-size: 120%;\">Under Article 5(3) of the Japanese Trademark Act, a mark consisting only of characters can be filed in the &#8220;standard characters&#8221; designated by the Commissioner of the JPO, when the applicant does not claim any particular font, style or design. The application simply states \u3010\u6a19\u6e96\u6587\u5b57\u3011 (standard characters), and the mark is recorded in the JPO&#8217;s designated typeface.<\/span><\/p>\n<p><span style=\"font-size: 120%;\">For example, a brand name such as &#8220;BRANDAGENT&#8221; can be registered without specifying font, weight or design. This is the Japanese equivalent of what many countries call a &#8220;word mark&#8221; or &#8220;standard character claim.&#8221;<\/span><\/p>\n<h2><span style=\"font-size: 120%;\">Types of trademarks in Japan<\/span><\/h2>\n<p><span style=\"font-size: 120%;\">Japan protects many kinds of marks: word marks, figurative marks, combined (word + figure) marks, three-dimensional marks, and \u2014 since April 2015 \u2014 sound, colour, motion, hologram and position marks. A word mark consists only of characters, such as Roman letters, numerals, katakana or kanji.<\/span><\/p>\n<p><span style=\"font-size: 120%;\">Within word marks there are two ways to file:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 120%;\"><strong>Standard characters:<\/strong> the wording in the JPO&#8217;s designated typeface, flagged as \u3010\u6a19\u6e96\u6587\u5b57\u3011.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>Ordinary (stylised) word mark:<\/strong> letters in a specific design, submitted as an image.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 120%;\">So a mark made only of letters is not automatically a standard character mark \u2014 it depends on how you file it.<\/span><\/p>\n<h2><span style=\"font-size: 120%;\">How is a logo mark different?<\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large\" src=\"https:\/\/brandagent.jp\/blog\/wp-content\/uploads\/2021\/09\/to-register-257986_1280-1024x662.jpg\" alt=\"\" width=\"920\" height=\"662\" \/><\/p>\n<p><span style=\"font-size: 120%;\">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.<\/span><\/p>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<thead>\n<tr style=\"background-color: #f5f5f5;\">\n<th style=\"padding: 8px; text-align: left;\"><span style=\"font-size: 120%;\">Type<\/span><\/th>\n<th style=\"padding: 8px; text-align: left;\"><span style=\"font-size: 120%;\">What it mainly protects<\/span><\/th>\n<th style=\"padding: 8px; text-align: left;\"><span style=\"font-size: 120%;\">Characteristics<\/span><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"padding: 8px;\"><span style=\"font-size: 120%;\"><strong>Standard character mark<\/strong><\/span><\/td>\n<td style=\"padding: 8px;\"><span style=\"font-size: 120%;\">The wording itself<\/span><\/td>\n<td style=\"padding: 8px;\"><span style=\"font-size: 120%;\">Not tied to any font or design<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 8px;\"><span style=\"font-size: 120%;\"><strong>Logo mark (incl. combined marks)<\/strong><\/span><\/td>\n<td style=\"padding: 8px;\"><span style=\"font-size: 120%;\">The look, including the design<\/span><\/td>\n<td style=\"padding: 8px;\"><span style=\"font-size: 120%;\">Covers figures and decorative elements<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2><span style=\"font-size: 120%;\">Advantages of standard character marks<\/span><\/h2>\n<h3><span style=\"font-size: 120%;\">1. Not affected by font changes<\/span><\/h3>\n<p><span style=\"font-size: 120%;\">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.<\/span><\/p>\n<h3><span style=\"font-size: 120%;\">2. Protects the brand name itself<\/span><\/h3>\n<p><span style=\"font-size: 120%;\">For a new brand entering Japan, the name is usually the first thing to secure. Logos are often redesigned; names rarely are.<\/span><\/p>\n<h3><span style=\"font-size: 120%;\">3. Suits name-driven businesses<\/span><\/h3>\n<p><span style=\"font-size: 120%;\">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&#8217;s current requirements).<\/span><\/p>\n<h2><span style=\"font-size: 120%;\">Limits and points to watch<\/span><\/h2>\n<div class=\"st-mybox  has-title st-mybox-class\" style=\"background:#ffebee;border-color:#ef9a9a;border-width:2px;border-radius:5px;margin: 25px 0 25px 0;\"><p class=\"st-mybox-title\" style=\"color:#ef5350;font-weight:bold;text-shadow: #fff 3px 0px 0px, #fff 2.83487px 0.981584px 0px, #fff 2.35766px 1.85511px 0px, #fff 1.62091px 2.52441px 0px, #fff 0.705713px 2.91581px 0px, #fff -0.287171px 2.98622px 0px, #fff -1.24844px 2.72789px 0px, #fff -2.07227px 2.16926px 0px, #fff -2.66798px 1.37182px 0px, #fff -2.96998px 0.42336px 0px, #fff -2.94502px -0.571704px 0px, #fff -2.59586px -1.50383px 0px, #fff -1.96093px -2.27041px 0px, #fff -1.11013px -2.78704px 0px, #fff -0.137119px -2.99686px 0px, #fff 0.850987px -2.87677px 0px, #fff 1.74541px -2.43999px 0px, #fff 2.44769px -1.73459px 0px, #fff 2.88051px -0.838246px 0px;\"><i class=\"fa fa-check-circle st-css-no\" aria-hidden=\"true\"><\/i>Points to watch<\/p><div class=\"st-in-mybox\">\n<ul>\n<li><span style=\"font-size: 120%;\"><strong>Figures and decoration are not protected.<\/strong> Figure-only marks and word + figure combinations cannot be filed in standard characters.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>Not every word qualifies.<\/strong> Characters outside the designated set, or decorative elements, mean the mark is handled as an ordinary application with an image.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>The logo&#8217;s look needs its own filing.<\/strong> If the font, colours or symbol are part of your brand value, standard characters alone are not enough.<\/span><\/li>\n<\/ul>\n<\/div><\/div>\n<h2><span style=\"font-size: 120%;\">Advantages of logo marks<\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large\" src=\"https:\/\/brandagent.jp\/blog\/wp-content\/uploads\/2021\/09\/audit-3929140_1920-1-1024x594.jpg\" alt=\"\" width=\"920\" height=\"594\" \/><\/p>\n<p><span style=\"font-size: 120%;\">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 \u2014 for example, a logo printed on products and packaging.<\/span><\/p>\n<h2><span style=\"font-size: 120%;\">So which should you choose?<\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large\" src=\"https:\/\/brandagent.jp\/blog\/wp-content\/uploads\/2021\/09\/rockets-4528194_1280-1024x576.png\" alt=\"\" width=\"920\" height=\"518\" \/><\/p>\n<p><span style=\"font-size: 120%;\">It depends on what you want to protect.<\/span><\/p>\n<h3><span style=\"font-size: 120%;\">Standard characters suit you if\u2026<\/span><\/h3>\n<ul>\n<li><span style=\"font-size: 120%;\">You want to protect the brand name<\/span><\/li>\n<li><span style=\"font-size: 120%;\">You expect to change fonts or presentation later<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Your business is built around a product or service name<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-size: 120%;\">A logo mark suits you if\u2026<\/span><\/h3>\n<ul>\n<li><span style=\"font-size: 120%;\">You have a distinctive logo<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Customers recognise you by a symbol or design<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Visual impression matters most to your brand<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-size: 120%;\">The common approach in practice<\/span><\/h3>\n<p><span style=\"font-size: 120%;\">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.<\/span><\/p>\n<p><span style=\"font-size: 120%;\"><strong>A note for overseas applicants:<\/strong> 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.<\/span><\/p>\n<h2><span style=\"font-size: 120%;\">Conditions for standard characters<\/span><\/h2>\n<p><span style=\"font-size: 120%;\">In summary, a mark can be filed in standard characters when:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 120%;\">it consists only of characters;<\/span><\/li>\n<li><span style=\"font-size: 120%;\">all characters are within the JPO&#8217;s designated set; and<\/span><\/li>\n<li><span style=\"font-size: 120%;\">it includes no particular decoration or figurative element.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 120%;\">The JPO&#8217;s examination guidelines also set some layout requirements. Do not assume that any text-only mark qualifies; we check this for you before filing.<\/span><\/p>\n<h2><span style=\"font-size: 120%;\">Also check whether the mark is registrable at all<\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large\" src=\"https:\/\/brandagent.jp\/blog\/wp-content\/uploads\/2021\/09\/financial-4560047_1280-1-1024x660.jpg\" alt=\"\" width=\"920\" height=\"592\" \/><\/p>\n<p><span style=\"font-size: 120%;\">Whether you choose standard characters or a logo, the mark must still pass examination. Under Article 3, marks lacking distinctiveness are refused, such as:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 120%;\">The common name of the goods (e.g. &#8220;Aluminium&#8221; for aluminium products)<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Terms customarily used in the trade<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Marks that only indicate origin or quality (e.g. &#8220;Tokyo&#8221; for confectionery)<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Common surnames or company names<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Very simple marks, such as one or two Roman letters or numerals<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 120%;\">Article 3(2) allows an exception where the mark has acquired distinctiveness through use. Under Article 4, marks identical or similar to others&#8217; earlier or well-known marks, and marks resembling national flags or public emblems, are also refused. A prior search before filing is therefore essential.<\/span><\/p>\n<h2><span style=\"font-size: 120%;\">Common mistakes<\/span><\/h2>\n<ul>\n<li><span style=\"font-size: 120%;\">Assuming the logo is protected by a standard character filing<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Assuming decorated lettering can be filed in standard characters<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Not separating the roles of the brand name and the logo<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Deciding without considering future logo or font changes<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Assuming every text-only mark qualifies as standard characters<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-size: 120%;\">FAQ<\/span><\/h2>\n<ul>\n<li><span style=\"font-size: 120%;\"><strong>Q. What is a standard character mark?<\/strong><br \/>\nA. A word-only mark filed under Article 5(3) without claiming any design, recorded in the JPO&#8217;s designated characters.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>Q. Does a standard character registration give broader rights?<\/strong><br \/>\nA. 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.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>Q. Does a standard character registration protect our logo?<\/strong><br \/>\nA. No. If you need to protect the design or symbol, file the logo as well.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>Q. Is a standard character mark examined differently?<\/strong><br \/>\nA. No. It goes through the same formality and substantive examination as any other application.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>Q. What does it cost to file both the word and the logo?<\/strong><br \/>\nA. They are two separate applications. BrandAgent&#8217;s fee is JPY 25,000 per class at filing and at registration for each application (excluding tax, where applicable), plus official fees.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-size: 120%;\">Summary<\/span><\/h2>\n<div class=\"st-mybox  has-title st-mybox-class\" style=\"background:#f1f8e9;border-color:#a5d6a7;border-width:2px;border-radius:5px;margin: 25px 0 25px 0;\"><p class=\"st-mybox-title\" style=\"color:#4caf50;font-weight:bold;text-shadow: #fff 3px 0px 0px, #fff 2.83487px 0.981584px 0px, #fff 2.35766px 1.85511px 0px, #fff 1.62091px 2.52441px 0px, #fff 0.705713px 2.91581px 0px, #fff -0.287171px 2.98622px 0px, #fff -1.24844px 2.72789px 0px, #fff -2.07227px 2.16926px 0px, #fff -2.66798px 1.37182px 0px, #fff -2.96998px 0.42336px 0px, #fff -2.94502px -0.571704px 0px, #fff -2.59586px -1.50383px 0px, #fff -1.96093px -2.27041px 0px, #fff -1.11013px -2.78704px 0px, #fff -0.137119px -2.99686px 0px, #fff 0.850987px -2.87677px 0px, #fff 1.74541px -2.43999px 0px, #fff 2.44769px -1.73459px 0px, #fff 2.88051px -0.838246px 0px;\"><i class=\"fa fa-check-circle st-css-no\" aria-hidden=\"true\"><\/i>Key points<\/p><div class=\"st-in-mybox\">\n<ul>\n<li><span style=\"font-size: 120%;\">A standard character mark protects the wording under Article 5(3), without any specific design.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">It must consist only of characters in the JPO&#8217;s designated set.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Standard characters protect the name; a logo mark protects the look.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Many brands file both to protect themselves from two angles.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Check registrability (distinctiveness and earlier marks) first \u2014 the prior search is free when you instruct us to file.<\/span><\/li>\n<\/ul>\n<\/div><\/div>\n<h2 id=\"related-articles\"><span style=\"font-size: 120%;\">Related articles<\/span><\/h2>\n<ul>\n<li><span style=\"font-size: 120%;\"><a href=\"https:\/\/brandagent.jp\/en_blog\/japan-logo-trademark\/\">Registering a Logo Trademark in Japan: Word, Symbol or Combined Mark?<\/a><\/span><\/li>\n<li><span style=\"font-size: 120%;\"><a href=\"https:\/\/brandagent.jp\/en_blog\/japan-3d-shape-trademark\/\">3D Shape Trademarks in Japan: Which Product and Packaging Shapes Can Be Registered?<\/a><\/span><\/li>\n<li><span style=\"font-size: 120%;\"><a href=\"https:\/\/brandagent.jp\/en_blog\/japan_trademark_registration\/\">What Is Trademark Registration in Japan? How It Works, Benefits, Costs and Process for Foreign Applicants<\/a><\/span><\/li>\n<li><span style=\"font-size: 120%;\"><a href=\"https:\/\/brandagent.jp\/en_blog\/japan_trademark_search\/\">Trademark Search in Japan: How to Check Prior Marks Before Filing (and What People Miss)<\/a><\/span><\/li>\n<\/ul>\n<div style=\"background-color: #f0f7ff; border: 2px solid #0066cc; padding: 20px; margin: 24px 0; border-radius: 6px;\">\n<p><span style=\"font-size: 120%;\"><strong>Planning to protect your brand in Japan?<\/strong><br \/>\nTell us your mark and your products \u2014 we will reply with the classes you need and a fixed quote, free of charge.<\/span><\/p>\n<p><span style=\"font-size: 120%;\">BrandAgent Patent Office (Kyoto, Japan)<br \/>\nToru Kano, Japanese Patent Attorney<\/span><\/p>\n<p><a style=\"color: #0066cc; font-weight: bold;\" href=\"https:\/\/brandagent.jp\/en\/trademark_lp\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: 120%;\">Get a free quote for your Japanese trademark<\/span><\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>What a standard character mark is under Japanese trademark law, how it differs from a logo mark, its advantages and limits, and how overseas brand owners should choose \u2014 explained by a Japanese patent attorney.<\/p>\n","protected":false},"author":1,"featured_media":332,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-127","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trademark"],"_links":{"self":[{"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/posts\/127","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/comments?post=127"}],"version-history":[{"count":1,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/posts\/127\/revisions"}],"predecessor-version":[{"id":200,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/posts\/127\/revisions\/200"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/media\/332"}],"wp:attachment":[{"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/media?parent=127"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/categories?post=127"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/tags?post=127"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}