62. Trade Dress

All of the things that create the overall look and feel of a brand in the marketplace could be a trade dress. The placement of the mark, the color, the shape of product packaging. For some types of trade dress, you need to prove that the consumer really believes that the trade dress is a source indicator for you—that your company is the source of that product or package. Only once a company proves that it’s package or program has achieved distinctiveness can it be protected as trade dress.


Jeremy Frechette
Terry Johnston
Read more at Peopledesign.com