Intellectual PropertyTrademark
Trademark Overview: The Subject Matter of Trademark Law
This is Part 1 of a four-part overview of United States trademark law, and it answers the most fundamental question in the field: what can actually function as a trademark? It walks through the kinds of things that can serve as marks--words, logos, slogans, trade dress, color, sound, scent, motion, plus the specialized worlds of service marks, certification marks, and collective marks--and explains the distinctiveness spectrum from Abercrombie that decides whether a designation is protectable at all. It covers the special problem of generic terms after the Supreme Court's Booking.com decision, the genericide that has killed once-famous brands, and the functionality bar that keeps useful product features (and the disadvantaging features the courts call "aesthetically functional") out of trademark. It closes with the statutory bars in Section 2 of the Lanham Act as reshaped by Tam, Brunetti, and Elster. Worked hypotheticals and plain-language definitions make the doctrine accessible to lawyers and non-lawyers alike. Read alongside the companion parts on substantive standards, obtaining protection, and infringement.