It is much more difficult to trademark a word or a phrase, but artwork is relatively easy to trademark. In other words, if you submit a "Fried Lizard" logo, as artwork, the likelihood that it will be approved is much higher than just the words "Fried Lizard".
You will pay for the application, whether it gets approved or not. I tried this around 20 years ago, and the fee at that time was around $550 or so.
I tried to trademark the words JunkTV for a project I was working on, but it was rejected, and I was out the money. If it was a JunkTV logo however, I would have been approved.
I had a lawyer, but he was not a trademark attorney, so we lacked the insight.
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