While a trademark is often associated with a word, a logo or a
slogan, it can bound a lot more than that.
Canada allows the registration of several types of
non-traditional trademarks, such as scents, textures, and tastes.
One particular scent that may well remind you of your childhood is
that of CRAYOLA crayons, which is currently pending registration in
Canada.
Sounds may also be registered as trademarks. In Canada, the
St-Hubert restaurant jingle, for example, is registered as a sound
trademark, as is the Toys "R" Us jingle. The Ricola
brand's singing voice, which is used to market in association
with throat lozenges, is another example.
Trademarks that are 3D, holographic or in motion may also be
registered. Since 2019, 3D marks are the non-traditional trademarks
that have generated the greatest number of trademark applications.
Indeed, more than 400 such applications have been filed in Canada.
These include the shapes of all the charging units for
