When most people think of trademarks, they picture a brand’s name or logo. While those are the most common, trademarks actually come in many forms—and can cover far more than just words and symbols. A trademark is any word, phrase, design, sound, color, or other indicator that identifies the source of goods or services and distinguishes them from others.
Understanding the types of trademarks can help you better protect your brand.
These are the simplest and most common trademarks—protecting a brand name, slogan, or phrase written in plain text.
Examples: Google, Coca-Cola, Just Do It
Logos and graphic symbols are also protected as trademarks. These marks help consumers instantly recognize a brand without words.
Example: The Nike swoosh is one of the most famous trademarks in the world.
Trademarks aren’t limited to what you see—they can also cover what you hear. A sound that’s distinctive and associated with a brand can be trademarked.
Example: The heavy, mechanical breathing of Darth Vader from Star Wars is trademarked.
Other examples: The NBC chimes, the MGM lion’s roar.
In certain cases, a specific color—when strongly tied to a brand—can function as a trademark. This is more than just using a color; it’s about consumers immediately linking that color with your company.
Example: The robin’s egg blue of Tiffany & Co.’s jewelry boxes and packaging.
Other examples: The purple of Cadbury chocolate wrappers, the pink of Owens-Corning insulation.
Trade dress refers to the overall look and feel of a product or its packaging that signals its source. This could include shape, design, or even store layout.
Examples: The Coca-Cola bottle shape, the design of Apple’s retail stores.
Many brands protect multiple elements together—such as a word and logo used as one mark.
Example: Starbucks’ circular green logo with the word “Starbucks Coffee” around the siren design.
Different types of trademarks give businesses flexibility in how they protect their identity. For some, a logo is enough. For others, distinctive sounds, colors, or packaging are equally important to brand recognition. By knowing the full range of trademark protections, you can better safeguard the unique elements that set your business apart.
At Stadler IP Law, we help businesses and creators identify what’s protectable—and then register and enforce those rights. Whether it’s a name, logo, sound, color, or design, we’ll guide you through the process of protecting the trademarks that make your brand memorable.