A word mark protects the 'word' as such. In that case, it doesn't matter how you use the trademark, for example in a logo. This is why a word mark often offers the broadest protection and most flexibility.
A figurative mark provides protection for figurative elements (logo), and can also be a combination of graphic and word elements (combined word/figurative mark). In that case it is only the combination that is protected and in principle not the 'word' as such.