Understanding Trademark Eligibility: Exploring What Can Be Trademarked

Which Of The Following Can Be Trademarked


In today’s fiercely competitive business environment, safeguarding your brand has never been more critical. A trademark serves as a valuable asset, setting your products or services apart from others in the market. But have you ever pondered the question, “What can actually be trademarked?” In this article, we’ll delve into the wide range of items that are eligible for trademark protection, unravel the criteria for eligibility, and shed light on the importance of safeguarding your trademarks.

Unveiling the Criteria for Trademark Eligibility

Before we dive into the specifics, let’s establish a clear understanding of what a trademark entails. A trademark represents a recognizable symbol, design, or expression that distinguishes the origin of goods or services from others. It can take the form of a word, phrase, symbol, logo, or even a combination of these elements.

When determining whether something is eligible for trademark protection, several criteria come into play. Intellectual property laws safeguard trademarks that are unique, rather than generic or descriptive. The key factors considered for trademark eligibility include distinctiveness, non-functionality, and non-offensiveness.

The Array of Trademarkable Items

Names and Logos

Historically, names and logos have been the most common items eligible for trademark protection. Consider iconic brands like Nike or Apple – their names and logos instantly evoke recognition. By establishing a strong brand identity through a distinctive name or logo, businesses can significantly influence consumer perception and loyalty.

See also  A Comprehensive Guide to Respecting Intellectual Property Rights: Mastering the Use of Trademarked Names

Slogans and Taglines

Catchy slogans and memorable taglines also fall into the category of trademarkable items. Think of Nike’s “Just Do It” or McDonald’s “I’m Lovin’ It.” These phrases have become synonymous with their respective brands and are meticulously protected as trademarks.

Product Packaging and Design

In some cases, product packaging and design can be eligible for trademark protection. Unique packaging or distinctive design elements can help consumers immediately identify products associated with a specific brand. Consider the iconic shape of Coca-Cola’s bottle or the sleek design of Apple’s iPhone – both encompass protected trademarks.

Sounds and Jingles

Did you know that sounds and jingles can be trademarked as well? Think of Intel’s characteristic jingle or the familiar “ta-dum” sound when you start streaming a show on Netflix. These audio elements have become inseparable from their respective brands and are safeguarded by trademark law.

Colors and Color Combinations

Surprisingly, colors and color combinations can also secure trademark protection. Take Tiffany & Co.’s distinctive blue color or UPS’s iconic brown color, for example. These hues have become indelibly associated with their respective brands and are protected trademarks.


While it may appear unconventional, fragrances can indeed be trademarked. Renowned companies like Chanel and Gucci have successfully trademarked their signature scents, enabling consumers to instantly associate the fragrance with a specific brand.

Trade Dress

Trade dress encompasses the overall appearance and image of a product or service, including packaging, labeling, and the visual aesthetics of a store or website. It can be protected as a trademark, ensuring easy recognition and brand association for consumers.

Unconventional Trademarks

Beyond the conventional items, there are also unconventional trademarks that can receive legal protection. These non-traditional marks encompass shapes, holograms, motion marks, and specific patterns. For instance, the distinctive shape of the Coca-Cola bottle or the NBC chimes are safeguarded as unconventional trademarks.

See also  Protecting Your Intellectual Property: A Comprehensive Guide to New York Trademark Search

Trademark Limitations

Although various items can be trademarked, it’s essential to be aware of certain limitations. Not everything can be protected as a trademark. Here are a few examples of items that generally cannot be trademarked:

Generic Terms

Generic terms, which are common names for goods or services, cannot be trademarked. For instance, you cannot trademark the word “computer” to sell computers.

Functional Designs

Trademark protection does not extend to designs that primarily serve functional purposes rather than indicating the source of goods or services. Such designs may not be eligible for trademark protection.

Immoral/Indecent Marks

Trademark law forbids the registration of marks that are deemed immoral, scandalous, or disparaging. This ensures that trademarks align with societal norms, preventing offensive or controversial content from receiving trademark protection.

Safeguarding Your Trademarks

Now that we have a better understanding of what can be trademarked, let’s delve into the importance of protecting your trademarks. Registering your trademark provides legal protection and exclusive rights to utilize the mark in connection with your products or services. This helps prevent others from using similar marks that could cause confusion among consumers.

The process for trademark registration involves initiating an application with the relevant intellectual property office. While the process can be intricate, seeking guidance from experts in trademark law, such as Garrity Traina, can streamline the journey and ensure a successful registration.

The Role of Trademark Infringement

Trademark infringement occurs when someone uses a mark that is similar or identical to a registered trademark without permission. This can lead to consumer confusion and have a detrimental impact on a brand’s reputation and market share. Taking legal action against infringement is crucial to safeguard your brand and maintain its integrity.

See also  What Does it Mean When a Trademark is "Dead"?

Understanding the consequences of trademark infringement highlights the significance of trademark protection. Monitoring the market and promptly addressing any unauthorized use of your trademark is vital.

Frequently Asked Questions about Trademarks

To address common questions regarding trademark eligibility and protection, here are a few frequently asked questions:

  1. Can I trademark a name that someone else is already using?
  2. How long does a trademark registration last?
  3. Do I need to use my trademark before registering it?
  4. Can I trademark a hashtag?
  5. Can I trademark my personal name?
  6. What is the difference between a trademark and a copyright?
  7. Can I trademark a fictional character?
  8. Can I trademark a domain name?
  9. Can a trademark be transferred or sold?
  10. What should I do if someone infringes on my trademark?

For detailed answers to these questions and more, visit the trademark section of the Garrity Traina website.

Case Studies: Real-Life Examples of Trademarked Items

To provide real-world examples of trademarked items and emphasize the importance of trademark protection, let’s explore a few case studies:

  1. Apple vs. Samsung: A trademark dispute over smartphone design and user interface.
  2. Coca-Cola vs. Pepsi: The battle for trademark protection of distinctive bottle shapes and color schemes.
  3. McDonald’s vs. Burger King: Trademark disputes over slogans and logos in the fast-food industry.

These case studies underscore the significance of trademarks in establishing brand identity and preventing consumer confusion.


In conclusion, comprehending what can be trademarked holds immense importance for brand owners and businesses. Names, logos, slogans, product packaging, sounds, colors, fragrances, and even trade dress can all receive trademark protection. However, it is crucial to be aware of the limitations and seek legal guidance when navigating the trademark registration process.

Remember, trademarks play a pivotal role in establishing a strong brand identity, preventing confusion, and safeguarding your business. Trust the experts at Garrity Traina, a leading authority in franchise, patent, trademark, copyright, and business matters, to assist you in protecting your trademarks and ensuring their long-lasting impact.