Page written by AI. Reviewed internally on February 16, 2024.


A trademark is a legally protected symbol, name, word, phrase, logo, design, or combination of these elements that identifies and distinguishes a product, service, or brand from others in the marketplace.

What is a trademark?

It serves as a recognisable symbol of the source and quality of goods or services associated with a particular company.

A trademark is a crucial element of a company’s brand identity. It helps consumers identify and distinguish products or services associated with a particular business or source.

Trademarks are protected by intellectual property laws to prevent others from using a similar mark in a way that could cause confusion among consumers. This protection helps maintain the distinctiveness and integrity of a brand.

Types of trademarks:

  1. Word marks: Consist of one or more words or letters.
  2. Design marks: Include logos, symbols, or graphical elements.
  3. Slogans and taglines: Short phrases or mottos associated with a brand.
  4. Product shapes and packaging: In some cases, unique product shapes or packaging designs can be registered as trademarks.

Trademarks can be renewed indefinitely as long as they continue to be used in commerce and the necessary renewal fees are paid. This is in contrast to patents, which have a limited duration.

Trademark protection is typically granted within specific jurisdictions. However, some international treaties and agreements allow for the extension of trademark rights across multiple countries.

Example of a trademark

Imagine a new company called “ZapTech” that specialises in innovative electronic gadgets. They have developed a unique logo featuring a lightning bolt striking through the letter “Z,” symbolising their cutting-edge technology and fast-paced innovation.

The “ZapTech” logo is distinctive, memorable, and instantly recognisable. It serves as a trademark for the company’s brand identity, distinguishing their products from competitors in the electronics market.

ZapTech registers its lightning bolt logo as a trademark with the appropriate intellectual property authorities to protect its brand identity and prevent others from using a similar logo.

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