7 Types of Trademarks
Trademark law recognizes different forms of marks that help businesses protect their brand identity. Each type has its own role, scope, and protection level.
1. Word Mark
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Definition: A mark consisting of words, letters, or numbers that uniquely identify a brand.
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Purpose: Protects the textual element regardless of font, color, or style.
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Example: Nike, TATA, Google.
2. Device Mark (Logo)
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Definition: A design, symbol, or artistic representation used to identify goods or services.
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Purpose: Protects the visual representation of the brand.
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Example: The Nike Swoosh, Apple logo, McDonald’s Golden Arches.
3. Tagline / Slogan Mark
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Definition: A short phrase or slogan that conveys a brand message.
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Purpose: Protects marketing phrases that create brand recall.
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Example: Nike – Just Do It, L’Oréal – Because You’re Worth It.
4. Shape Mark
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Definition: A three-dimensional shape of a product or its packaging that distinguishes it from others.
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Purpose: Protects unique 3D product designs that are not functional.
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Example: The Coca-Cola bottle shape, Toblerone chocolate bar shape.
5. Sound Mark
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Definition: A unique sound or jingle that identifies the commercial origin of goods/services.
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Purpose: Protects audio branding.
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Example: Nokia ringtone, Intel jingle, Yahoo yodel.
6. Color Mark
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Definition: A specific color or combination of colors uniquely associated with a brand.
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Purpose: Protects distinctive use of color that consumers recognize as brand identity.
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Example: Cadbury Purple (Pantone 2685C), Tiffany Blue, Coca-Cola Red.
7. Certification Mark
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Definition: A mark that certifies product quality, origin, or standard compliance.
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Purpose: Indicates that goods/services meet certain standards, not linked to a single trader.
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Example: ISI Mark (India), Woolmark, AGMARK.
Bonus: Other Recognized Marks in Practice
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Collective Mark → Used by organizations/associations (e.g., CA Institute logo).
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Service Mark → Identifies services instead of goods (e.g., FedEx, Amazon).
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Trade Dress → Protects overall look/packaging of a product.
Conclusion
The 7 main types of trademarks—Word, Device, Tagline, Shape, Sound, Color, and Certification Marks—offer businesses multiple ways to safeguard their brand identity. By registering the right combination (for example, wordmark + logo + tagline), companies ensure maximum protection against infringement and misuse.