Tips from the Trademark Insider: Trademarks Are More Than Words.

Understand that trademarks are not limited to words and names. A trademark may include not only word marks, but also logos, taglines, designs, jingles, sounds, colors, characters and even fragrances. The Trademark Act defines a mark as “any word, name, symbol, or device, or any combination thereof” that is used to identify and distinguish goods or services from those of others. You might be surprised to know that NBC owns a federal registration for the sound of its three chimes and Kellogg owns a variety of registrations for “Tony the Tiger.”

These “non-traditional” trademarks can have as much value as word marks. Make sure to protect your entire portfolio.

The Trademark Company