Direct answer
A word, a logo and a combined word-and-logo design are different representations of a brand. Separate applications may be worth considering when the company expects to use the elements independently, but there is no universal instruction to file every possible version. The filing plan should match the signs actually used and the protection the owner needs.
Map the artwork to actual use
Save the word exactly as it appears in Latin or Chinese characters. Save the standalone logo and the combined lockup as separate image files, with dates and examples of use. Ask whether the layout, color or wording is likely to change. The 2019-amended Trademark Law allows applications for words, graphics and combinations; it also says a registered mark whose sign changes needs a new application. That is a reason to define the submitted sign precisely. It does not settle whether a business should file one, two or three applications.
Compare a small set of practical scenarios
If the logo will be used without the word, a combined filing alone may not correspond to that independent use. If the word will appear in different fonts or beside different symbols, the business should explain that planned variation to its reviewer. If a Chinese translation is used, include that as another proposed sign rather than treating it as a graphic detail. The goods or services list, ownership and clearance risks also influence the plan.
The CNIPA public-service guide lists the application form and applicant identity materials for a trademark registration application. Send the reviewer clean artwork, the intended usage matrix and existing registrations so the representation can be checked against the current filing requirements. Ask for a recommendation linked to use and budget. Do not infer from one registration that every future redesign or translation is automatically covered.
Official sources and scope
As checked on 2 November 2026, the 2019-amended Trademark Law is the current statutory text. The 2026 revised Trademark Law has been enacted but takes effect on 1 January 2027. For a matter crossing that date, check the applicable rule and final implementing measures. This is ChanYond’s independent explanation of public sources, not an official CNIPA statement or advice on a particular mark.
Primary topic sources checked 2 November 2026: CNIPA public-service guide; 2019-amended Trademark Law