In the evolving landscape of intellectual property (IP) law, trademarks have extended beyond conventional signs like words, logos, or slogans. Today, businesses aim to differentiate themselves in increasingly creative ways, using unique branding elements that go beyond the visual or textual. These innovative identifiers—such as sounds, smells, colors, motions, and even holograms—fall under the category of non-traditional trademarks. As commerce becomes more global and digital, the ability to protect these unconventional assets through trademark registration is growing in importance.
A trademark is essentially a sign that distinguishes the goods or services of one enterprise from those of others. Traditionally, this encompassed words, phrases, symbols, or designs. However, non-traditional trademarks refer to any mark that deviates from this norm, including:
Sound marks
Smell (olfactory) marks
Color marks
Motion marks
Holograms
Texture or tactile marks
Taste marks
Position marks
These marks often appeal to senses beyond sight and may be harder to define or register, but they can carry strong brand significance.
A sound mark is an audio identifier associated with a product or service. One of the most famous examples is the Intel jingle, a five-note mnemonic that has become synonymous with the brand.
To register a sound mark, the applicant typically needs to submit an audio file along with a musical notation or description of the sound. It must be distinctive and not merely functional or descriptive.
Smell marks, or olfactory marks, involve scents used to distinguish goods or services. They are among the most difficult to register because smell is inherently subjective and hard to represent graphically.
Some jurisdictions have accepted smell marks—such as the European Union, which allowed the registration of "the smell of freshly cut grass" for tennis balls. However, the lack of a universally accepted method of describing smells continues to pose a challenge.
Single colors or combinations of colors can serve as trademarks if they acquire distinctiveness. For instance, Tiffany Blue, the signature color of Tiffany & Co., and the magenta color used by T-Mobile are protected in various jurisdictions.
To succeed in registering a color mark, an applicant must prove that the color has become exclusively associated with their brand in the minds of consumers.
Motion marks consist of a moving image or animation. These are often used in video advertisements, digital interfaces, or as dynamic logos. For instance, animated sequences in film production logos or tech company animations could qualify.
The motion must be consistently used and distinctive. Applicants usually submit a sequence of still images showing the movement, or a video file accompanied by a detailed description.
These are three-dimensional images created with light that appear to move or change as the viewing angle shifts. Because of their futuristic appeal, they are gaining popularity, especially in tech and luxury branding.
Registration requires a detailed visual representation and often a description that outlines how the hologram functions as a trademark.
These marks rely on the feel of a product’s surface or a particular tactile sensation. For example, a specific leather texture on a product’s packaging that is consistently associated with a brand might be registrable in some jurisdictions.
However, like smell or taste marks, they face significant evidentiary hurdles due to the subjective nature of touch.
Taste marks are among the most controversial. Registering a flavor as a trademark is rarely successful because taste is usually seen as a functional characteristic of food and beverages, making it difficult to prove distinctiveness unrelated to the product itself.
One of the most significant hurdles in registering non-traditional trademarks is the requirement for graphical representation. This requirement ensures that a trademark is clear, precise, self-contained, easily accessible, and objective. Although some jurisdictions, like the EU, have relaxed this requirement for certain types of marks, others maintain strict rules.
With the rise of digital filing systems, video and audio files can now be submitted, helping to meet representational standards for sound and motion marks.
All trademarks must be distinctive. Non-traditional marks often struggle to meet this requirement, especially if they are commonplace or functional in nature. For instance, the color red on wine bottles or the scent of roses in perfumes might be seen as too generic or descriptive to qualify for protection.
Acquired distinctiveness (also called secondary meaning) is often used to justify registration. This requires the applicant to prove that the mark has become uniquely associated with their goods/services through long-term use and consumer recognition.
The functionality doctrine prevents the registration of features that are essential to the use or purpose of the product, or that affect cost or quality. For example, a lemon scent used in cleaning products would likely be seen as functional rather than distinctive.
Trademark law is territorial. What is registrable in one country may not be accepted in another. For example, while sound marks are widely accepted in the United States and European Union, smell and taste marks are much more contentious and rarely approved.
The World Intellectual Property Organization (WIPO) has taken steps to facilitate the registration of non-traditional trademarks through instruments like the Madrid System and the Nice Classification, which includes classes for sound marks.
However, countries still differ significantly in their treatment:
United States (USPTO): Accepts sound and color marks but remains conservative on smells and tastes.
European Union (EUIPO): More progressive, allowing for non-graphic representations like audio files and video clips.
India: Recognizes sound marks and has issued guidance for filing, but smell and taste marks face greater hurdles.
Japan: Accepts sound, color, and motion marks since reforms in 2015.
Global businesses must carefully navigate these differences when planning IP strategies involving non-traditional marks.
Even after registration, enforcement of non-traditional trademarks presents challenges:
Consumer Perception: Proving that consumers associate a non-traditional mark with a brand can be difficult.
Evidence Gathering: Demonstrating infringement on sound, smell, or taste is much more complex than for logos or text.
Judicial Skepticism: Courts may be less familiar with non-traditional marks and more inclined to reject claims lacking traditional evidence of confusion or dilution.
Use Consistently: Use the non-traditional element consistently in branding to build consumer association.
Collect Evidence: Maintain records showing how the mark is used and perceived by the public.
Survey Consumers: Consider consumer perception surveys to support claims of distinctiveness.
Seek Legal Advice: Due to the complexity of the process, working with IP attorneys familiar with non-traditional marks is essential.
File Internationally: Use systems like the Madrid Protocol for global protection, but tailor filings to each jurisdiction’s requirements.
Non-traditional trademarks represent a dynamic frontier in branding and IP protection. As markets become more saturated and sensory branding gains traction, companies are increasingly turning to sound, color, motion, and other innovative identifiers to stand out. While the legal landscape presents significant challenges, especially in terms of distinctiveness and representation, a well-prepared application supported by evidence of consumer recognition can lead to successful registration and enforcement.
Protecting these unique brand elements not only offers legal security but also strengthens a company’s identity in a competitive marketplace. As laws continue to evolve and technology advances, the scope and acceptance of non-traditional trademarks are likely to expand, offering exciting opportunities for brand owners and IP professionals alike.