I agree. Trademark the standard character mark if you can. You may not be able to though if your name is too generic or already trademarked. A trademark on a logo design doesn't really protect your name...And you'll likely change your logo over time anyway.
Though you can try to just go it alone with a trademark on the design. For example, the Lithium platform (Lithium Technologies) has a logo design trademark (a few actually - because remember how I said you'd likely change your logo? They did over the years and re-filed, more $$$, wasted $$$) and they actually threatened the PHP framework Lithium. Clearly they had no case as you can't have a standard character mark on "lithium" ... it's an element, a drug, etc. However, they still made some impact in their situation because let's face it, an open-source framework isn't going to go to court (and they likely figured that). So did it protect them? No, not really because 99% of the population is going to say "lithium" is a drug or an element on the periodic table...And all programmers (especially PHP ones) know that "lithium" is a PHP framework and don't first think of it as some content platform (maybe people in marketing would know it as that first though), so they've already lost and IF they somehow had a standard character mark, they would have failed to protect it. They have their protected logos which is just fine, but no one is copying their poor design anyway. So it doesn't matter. Like I said, wasted money.
I guess my point is to protect something worthwhile and know what you're protecting so that you have good leverage and can do more than just threaten. Don't be the equivalent of a domain squatter or patent troll.
Also understand that it is your duty to then protect your mark. If you don't, you can end up with a situation of "genericide." For example, Google. Google is an example of genericide. They are still trying to protect it, but they might as well stop because the whole world says "Google it" and we all know that means to search on the internet (regardless of search engine). Another good example would be Kleenex. Even if it's not Kleenex brand, people understand what you're asking for and that you really don't care about the brand.
Of course, if you do end up with an ineffective and unenforceable trademark you can always threaten people with frivolous law suits if you want. Nothing really stops you from that, except money...I guess just be prepared to go all the way over something you honestly don't have much control over anyway. If someone wants to say "Google it" there's not a damn thing you're going to be able to do. You can't file a lawsuit against every person on the planet who decides to use your company name incorrectly. Though you can, given more money than God, sue every company that misuses your mark. Though I think one should be flattered and happy to be frank because it means they have a powerful company name.
So my experience is if you really have unique name that you want protected -- get the standard character mark.
One more little fun fact I learned during my own experiences with an actual standard character mark that I own... You can't get domain squatters to give up on the domain (even if they are based in the same country where you have the mark). ICANN doesn't really step in, but there is a service in the US that can TRY to help you. It's expensive though and there's no guarantee. IF the person starts actively using said domain for business though, you then have a better chance in court (and an actual case - the court will NOT hear your domain name woes because our legal system in the US is not setup to protect us there). However, someone acting upon said mark is a very clear problem in the court's eyes. So while you can be certain your product/company is protected from another one cropping up causing confusion (key word, confusion)...You're still SOL for the domain name if it's being squatted.
Don't ya just love our legal system?! It protects the wealthy. Same thing with patents. Completely and utterly broken for software and the internet. More embarrassingly broken than the Healthcare.gov site. =)
Best of luck. I hope you have a pretty unique name. Oh, also, the lawyers in the USPTO will call you and speak with you to clarify if you don't. Sometimes they have to change the application if you have multiple words to clearly state that no claim is made upon one of those words and it is a claim for the combination of the words.
Also, trademarks are relatively cheap and easy on LegalZoom and work out just fine. It is the defending of them that is going to be problematic if you end up dealing with an arsehole who wants to give you a hard time.
Really, the best thing you can do is increase the awareness of your mark with the masses. Best protection ever.