Non-Traditional Trademarks:
It is common to see a device, a label, or even a name signature
having the suffix TM. But what about the sounds and smells of
products? Can they be trademarked as well? This is where
Non-Traditional Trademarks come into the discussion. These marks
pertain to those trademarks which are outside the ambit of the
conventional definition of a trademark and include, but are not
limited to, sound marks, smell marks, motion marks, and even
hologram marks. For instance, Yahoo's yodel, represented
through musical notes is the first-ever non-conventional mark to be
registered in India. Lamborghini's signature vertical opening
doors is an example of a motion mark. However, it can be a tough
row to hoe when it comes to trademarking certain smells.
