A word mark is represented using words, letters, numbers or any other characters that can be typed.
ADIDAS, HTC, JUST DO IT, 5TH ENERGY, 1-Tek
A figurative mark is represented using pictures, graphics or images; a figurative mark does not contain words or letters.
A figurative mark containing word elements combines the use of pictures, graphics or images with words or letters.
Word element: A5
Word element: Coca-Cola