Beyond the Logo: Wild & Unique Trademarks (And What You Could Be Protecting in Your Business)

If you think trademarks are just for logos and brand names, let me rock your world for a minute.
Because some of the most iconic, memorable, and profitable trademarks on the planet aren’t just fancy font or a company name—they’re sounds, colors, scents, shapes, and even the way a product feels in your hand.

Yep, trademark law is a lot more creative than most founders realize. And if you’re only thinking about protecting your logo, you might be leaving a LOT of brand value on the table.

Let’s break down some of the most unique—and sometimes downright weird—trademarks out there, plus ideas for what you could protect as your business grows.

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You know that specific blue box? Tiffany & Co. has the color itself trademarked.
Yes, colors can be protected if they’re closely tied to your brand identity.

The unique contour of the Coca-Cola glass bottle is protected as a trade dress.
So is the Hershey’s Kiss and the shape of a Toblerone bar.

Not just any brown—their brown. UPS has a trademark on the color “Pullman Brown” for delivery vehicles and uniforms.

Yes, Play-Doh has the smell of its modeling clay registered as a trademark. Scent marks are rare but totally possible!

That signature “potato-potato” rumble? Protected. Sound, again, is brand.

Owens Corning owns the specific pink color of its fiberglass insulation.

Here’s where it gets fun. As your brand grows, consider whether you have (or could develop) unique identifiers like:

• Signature packaging shape or bottle design (think custom fragrance, candle, or skincare packaging)

• A distinct brand color you use everywhere

• A specific sound your app, device, or brand uses (think notification chimes or opening jingles)

• A slogan, phrase, or even a signature move (think: hand sign, dance, or branded catchphrase)

• Unique scents if you’re in beauty, home, or food

• Textures or product “feel” (think of the raised dots on a brand’s bottle or a special surface finish)

• Store layout or trade dress (how your brick-and-mortar looks and feels—Apple does this!)

• The way you present services (think of a proprietary onboarding experience, if it’s unique enough!)

Here’s where it gets fun. As your brand grows, consider whether you have (or could develop) unique identifiers like:

• Competitive Edge: The more “signature” your brand assets, the harder it is for copycats to imitate you—and the more you stand out.

• Licensing Potential: Unique brand assets can become valuable licensing or partnership opportunities.

• Building Brand Equity: When people associate a color, sound, or even scent with you, you’re creating a legacy, not just a business.

• Monetizing Creativity: The details that seem quirky now could be worth millions later. (Ask Tiffany & Co.)

1. Inventory Your Uniqueness: List all the things that set your business apart, visually and experientially.

2. Research Possibility: Ask your attorney or legal strategist if these assets could be eligible for trademark or trade dress protection.

3. Document and Use Consistently: The more you use these assets in commerce, the easier it is to prove they’re yours.

4. Don’t Wait for “Big Brand” Status: Many of these unique trademarks started with small brands who saw the bigger picture early.

Trademarks aren’t just for the basics. The most legendary brands go beyond logos—they protect their magic.
So whether it’s a color, a jingle, a signature phrase, or even the vibe of your storefront, think outside the box.
You might be sitting on a brand asset you didn’t even know you could own.

Download the “Unexpected Trademarks” Checklist and explore your next best trademark move.

Want expert help? Book a $500 strategy session to build your brand moat.