When filing a mark, the USPTO gives you two options: standard characters or specialized form (stylization and/or design). Let’s look at each one in detail and that should help you decide the best way to apply for your mark.

As with any discussion of filing a trademark, it is always assumed that you have done your due diligence and thorough research. Having said that…

standard characters

This option is selected to record “word(s), letter(s), number(s) or any combination thereof, without design element and when no particular font, style, size or color is claimed, and is absent any style or design element”. In essence, the USPTO is talking about plain text.

To qualify for this claim, the brand entered must fit within the standard character set. This includes letters and numbers, but also some symbols, such as the ampersand (&), the dollar sign ($), the asterisk

etc

Special Shape (Stylized and/or Design)

This option is selected to register marks that are “composed of stylized word(s), letter(s) or number(s) and/or a design element”. For example, if your company name is displayed in a certain font, and that font is an important element to your overall brand, it might be a good idea to archive it as such. This is also the selection you will make if you submit a logo/design. A logo can be presented alone or with your name.

Can you apply for both?

Technically yes, although not at the same time. Two separate applications would have to be submitted (which means double the fees) if you want to choose the standard characters and the special form.

Why would you apply for both?

Most small business owners wouldn’t, but as with anything in the world of trademarks, it will depend on your overall plans for the brand. Let’s say you have a name and a logo; very easy, use the special form. But suppose your name will be displayed without the logo in a variety of fonts. Maybe you have multiple product lines, or your product line is aimed at different types of consumers and you have different font styles for each. So it may be a good idea to also file the name as standard characters so as not to claim any distinctive aspect of the brand, but to protect the name in general.