Non-traditional trademarks

The evolution and metamorphosis of technology, business practices, and the advertising industry have engendered a parallel shift in the perception and content of trademarks. This transformation has ushered in the emergence of the concept of non-traditional trademarks. Non-traditional trademarks encompass a broad spectrum of marks that fall outside the realm of conventional trademarks, such as words, numbers, personal names, and shapes. Trademark regulations of Türkiye, European Union and United States of America permit the registration of non-traditional trademarks provided they meet the requisite criteria for trademark protection. In this context, this paper delves into the concept of non-traditional trademarks, exploring the various types of non-traditional trademarks and the approach adopted by Turkish, European Union and United States of America regulations governing these marks.