What Is a Trademark?

When you see the Nike swoosh, the Apple logo, or hear the word Coca-Cola, you instantly know the brand behind the product. That recognition is exactly what a trademark is designed to protect.

A trademark is any word, phrase, symbol, design, or a combination of these that identifies and distinguishes the source of goods or services of one party from those of others. In short: it’s how your business makes its signature on the marketplace.

Trademarks matter because they carry your reputation. Customers rely on them to spot the real thing, investors look at them as valuable business assets, and competitors are legally blocked from using something confusingly similar. A strong trademark can become the backbone of your brand identity.

Types of Trademarks

In the United States, trademarks can take several forms:

1. Word Marks

Protect a brand name itself, such as “Google” or “Starbucks.”

2. Design Marks (Logos)

Protect graphic elements like the golden arches of McDonald’s.

3. Trade Dress

The look and feel of a product or its packaging (shape of the Coca-Cola bottle).

4. Non-traditional Trademarks‍

Sounds (NBC’s chimes), colors (Tiffany blue), or even scents (a specific fragrance for thread).

Trademark Symbols

• ™ – Used with unregistered marks (common law rights).
• ℠ – Used with unregistered service marks.
• ® – Reserved for federally registered trademarks.

How Skala Can Help

On Skala, we guide clients through the entire trademark lifecycle — from clearance searches and filings to responding to USPTO office actions and enforcing rights against infringers. Whether you are a startup choosing your first brand name or an established company expanding internationally, our team ensures your brand remains secure. Check out the details here.