Trademarks identify sources of goods in the marketplace. Trademarks are not design elements. Some trademarks are so famous that they have become design elements in their own right.  They have acquired distinctiveness in the marketplace.

However, to register as a trademark a logo, word, or slogan must be a source-indicator first. One way to think about this is that the trademark is the label of the clothing line, not the design on the clothing itself.

Williams Intellectual Property works with attorneys at the Williams Law Office in preparing trademarks for registration at the USPTO.

Standard Character Mark

A standard character mark is a trademark consisting of letters only - a literal element - without regard to font or any particular style.

Design Mark

A design mark is a trademark consisting of a logo, design, or a specific font in a particular arrangement.


A tradedress is a three-dimensional mark - a particular packaging associated with a company or source of goods. Tradedresses may even apply to the particular shape of a product if it is associable with a particular company, for example.