Back to Trademark basics

What types of trademarks are there?

Written by Jan Buza

Co-founder of Trama

Trademarks are generally categorized by the type of sign being protected.

Wordmarks consist of words, letters, numbers, or a combination, with no specific visual stylization. The mark is protected in text alone, which covers the name in any font or color. Figurative marks consist of logos or graphic elements without text. Combined marks pair a name with a logo and are among the most common types registered.

Beyond these, non-traditional marks include color marks (a specific color or combination of colors), shape marks (a three-dimensional shape associated with a product), sound marks (a distinctive audio signature), motion marks (an animation or moving image), and in some jurisdictions, smell marks.

Non-traditional marks face a higher threshold for registration and must typically demonstrate acquired distinctiveness through extensive commercial use before an IP office will accept them.

Related questions

Optimal trademark strategy for startups: What, why and when

Based on our years of experience in trademark registration and brand protection services, we have compiled a brief guide for an optimal trademark strategy for emerging companies.

How to maximise chances of a trademark registration success?

Skill, experience and attention to detail play an essential role in mitigating the potential risks that could impede a successful trademark registration. Given the non-refundable trademark application fees, relying on a trusted expert can provide applicants with an economic benefit in addition to the peace of mind.

Brand protection advice for the gaming industry: Why, what, where, when & how to register a trademark

Global market value of the gaming industry is estimated at $203 billion and is expected to increase up to $545.98 billion by 2028 [1]. Nearly two thirds of all adolescents and adults admit playing video games on at least one platform [2]. Thought-provoking insights in this article highlight the crucial role of brand protection through trademark registration in order to amplify the success of game developers!