Types of trademarks
Types of trademarks you can register
There are various types of trademarks you can register to protect your company’s brand identity. Trust our trademark attorneys to determine which trademarks you should file.
Word mark
A mark consisting solely of words, letters, numbers or a combination thereof.
Example: “Nike” or “Coca-Cola”
Device mark
A mark containing a graphic element, often without words. Synonym: logo.
Example: the Apple logo.
Combined mark
A combination of a word mark and a device mark.
Example: The McDonald’s logo in combination with the name “McDonald’s.”
Colour mark
A specific use of colours that distinguishes a brand, provided it is unique and applied consistently.
Example: Cadbury’s use of purple for chocolate packaging.
Three-dimensional mark
A unique three-dimensional shape that identifies a product or its packaging.
Example: The shape of a Coca-Cola bottle.
Sound mark
A distinctive sound associated with a brand.
Example: The Windows start‑up sound.
Scent mark
A mark based on a specific scent. This type is rare because scents are difficult to describe and register precisely.
Example: The smell of freshly cut grass for tennis balls.
Motion mark
A mark consisting of a moving image or animation.
Example: The rotating triangle in the TriStar Pictures introduction.
Hologram mark
A mark distinguished by a holographic image.
Example: The G of Google
Pattern mark
A specific pattern that is unique and recognisable for a brand.
Example: The Louis Vuitton chequerboard pattern.
Position mark
The specific way in which a mark is placed or applied on a product.
Example: The yellow stitching on Dr Martens shoes.
Multimedia mark
A mark consisting of a combination of images and sound.
Example: MGM’s roaring lion.
Discuss which trademarks define your identity
Our trademark attorneys ensure optimal protection.
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Clear answers to every IP question
What is a trademark?
A trademark is a legally protected identifying mark such as a name, logo, symbol, word, slogan or a combination thereof. It distinguishes and identifies your product or service from those of your competitors. A trademark gives you the exclusive right to use the mark for specific goods or services within a defined geographical area.
How can I protect my trademark?
Unlike patents, which are limited in time, a trademark can remain your property indefinitely, provided it is renewed on time with the local or regional trademark registers. The initial filing date of your trademark is crucial in this, as it determines the start of your monopoly and can give you a six‑month priority right worldwide. You can count on our trademark attorneys and paralegals to handle all the administration required to register and protect your trademark rights. After an initial discussion and a favourable preliminary search, we file your trademark in all relevant countries. We subsequently ensure that your trademark is renewed everywhere in good time, so that it remains your property. You can expect transparency, clarity and a proactive approach.
What does an Availability Search involve?
An Availability Search is a legal investigation, usually carried out in the field of trademark law, to determine whether a trademark or logo is available for use and registration. It prevents conflicts and avoids investments in a trademark being lost due to opposition proceedings.
What rights do I have once my trademark is registered?
After registration, a trademark owner has the following rights:
- The trademark can be sold or licensed to others to generate income.
- Legal action against counterfeiting can be taken.
- The registration of identical or similar marks when they are used for identical or similar goods or services can be opposed.
- If a trademark enjoys a high level of recognition, it is possible, in certain circumstances, to take action against highly similar trademarks used for dissimilar goods or services.