Short answer: you can.
Smarter answer: you probably shouldn’t.
That might sound dramatic, but let me explain.
Word marks vs. logo marks
A trademark can be registered as a standard character (word) mark or as a design (logo) mark.
A word mark protects the words themselves, without any specific font, style, size, or color. When you register a standard character mark with the USPTO, you are free to use that name in any design you want. This is the broadest form of trademark protection, but it does not protect your logo.
A design mark protects a specific visual presentation of your brand, such as your logo, font, layout, and sometimes color. Most businesses should file logo marks in black and white so they can freely change colors later.
Both types of protection are valuable. The mistake happens when people combine them into one filing thinking they’re getting double protection in one filing.
Separation is usually the smarter strategy
Registering your brand name and logo together can put your intellectual property in a weaker position.
When you file a combined logo and name trademark, your legal protection only applies when those elements are used together, exactly as shown in the registration. If your logo includes a mascot with your business name underneath it, that entire image is what is protected, not the word alone.
That becomes a problem in real life. You cannot easily use a logo mark in a sentence, in a contract, or in plain text advertising. Yet those are some of the most common and important ways businesses actually use their brand names.
By separating the word mark and the logo, you give yourself flexibility. You can use the name by itself, the logo by itself, or both together, without risking gaps in protection.
When everything is bundled into one registration, you limit how you can safely use your own brand.
Flexibility matters as your business grows
Registering your name and logo separately also protects you if one of them changes.
Businesses rarely change their names. Logos change all the time. Coca Cola has used its name since 1886, but in that same time, they’ve had about 12 distinct logo versions. If they filed a combined mark in the beginning, they would have a lapse of coverage every time they changed their logo.
If your logo evolves and your name and logo were registered together, you may be forced to refile a new application just to keep protection on the name you already built goodwill around. That is an unnecessary risk.
Separate registrations allow you to update your logo without disturbing protection for your brand name. They also allow you to pair your logo with different brand extensions or product lines if your business expands.
Combined registrations offer weaker enforcement
Trademark protection only covers what is actually registered.
If your business name only appears as part of a logo registration, your ownership of the word alone is limited. That can make enforcement harder and gives competitors more room to operate around your brand with fewer consequences.
Strong trademarks are not just about registration. They are about enforceability. If you ever need to stop an infringer, the strength and clarity of your registration matters.
Cost now vs. cost later
Yes, registering your brand name and logo together is cheaper upfront.
Each trademark application typically costs $350 per class in government fees. Filing both separately means $700 per class. No one loves paying that.
But cheaper does not mean better.
If you rebrand, refresh your logo, or expand your business later, filing again can easily cost more than doing it correctly from the start. In the long run, separating the word and logo is often the more cost-effective strategy.
Trademark registration is insurance for your brand. It only works if it is done properly.
The takeaway
If your budget allows it, separating your brand name and logo filing is usually the smartest move. It gives you broader protection, more flexibility, and stronger enforcement power.
If budget constraints force you to combine them, that may be a temporary solution, but it should be a conscious tradeoff, not an accidental one.
Your brand deserves protection that grows with it. Investing upfront can save you money, stress, and legal exposure later.