![]() It's also important to distinguish a trademark in text by using all caps, making it bold or italic, underlining it, or using quotation marks. One cannot "xerox" something, but rather they "photocopy" it. A trademark should also not be used as a verb. It's not LEGO'S, but rather LEGO toy blocks. Trademarks should be adjectives, not nouns. Jack Daniel's includes an "s" in the name, whereas "Levi" (as in Levi jeans) does not. For example, to write OREOS is incorrect. ![]() For example don't make trademarks plural or make it possessive by adding an "s" unless it's already there. The idea is not to alter the registered name itself. ![]() There are guidelines to using a trademark properly. Symbols (also known as devices) like the Nike swoosh symbol and Mercedes emblemĬombination (also known as composite) marks include more than one feature like the Starbucks coffee emblem (a name and a symbol) and the signature Tiffany & Co. Sounds like the three tone chime at NBC and the 'Yahoo!' yodelįictitious characters like the talking gecko at Geico and the Pink Panther Product shapes like the Coca-Cola bottle and Apple iPod Words in a stylized font like "Coca-Cola" and "Ebay"Ĭolors like National Breast Cancer Foundation Pink (for fundraising services) and Cadbury Egg Purple (Pantone Color PMS 2685C) Slogans like Capital One's "What's in your wallet?" and McDonald's "I'm lovin' it" Types of trademarks include:īrand names like Apple, McDonald's, and Dolce & GabbanaĬompany logos like the golden arches at McDonald's and NBC's peacock logo They can be combined in various ways to align with the personality or look of a brand. There are many different types of trademarks. Competition ensues, companies strive to create the best products and services in the marketplace, and accordingly the public benefits. Their trademark is what allows consumers to differentiate them from other companies with similar offerings. Companies like Apple, Microsoft and IBM offer quality products and services that aren't available elsewhere. ![]() This is how companies build ongoing relationships with the public.īrand valuation expert, David Haigh, points out that "the single largest source of intangible value in a company is its trademark." Today, Google is the most valuable trademark on the planet at $44 billion dollars. Consumers then identify with a brand's values and offerings and expect consistency and quality with the brands they trust. To have consistent sales, they must deliver on their brand promise. Trademarks also encourage companies to adhere to standards. Trademarks matter because they allow customers to recognize brands in a crowded market and they keep the next person from copying, or infringing on, someone else's work. Read on to understand why trademarks are important and to see a list of trademark examples. Some other examples of trademarks include acronyms (like NBC, IBM) and extend to slogans, stylized fonts, and even colors. People can register trademarks to legally protect the rights to their creations, or intellectual property. They distinguish the products or services of one company or organization from those its competitors may provide. Trademarks are word, phrase, or symbol, which represent a company or product. Updated June 30, 2020: What Are Trademarks?
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