Trademarks

The most common trademarks are brand names and logos. That does not mean that trademarks are restricted to that. Some companies have registered sounds: MGM has registered the roar of the lion, Airtel's familiar jingle is also registered, Tarzan's holler is registered to Edgar Rice Burroughs Corporation. One of the strangest registered trademarks is the smell of roses on Sumitomo truck tyres.

Logos are extremely important to the image of the company. Several times logos have been changed to keep pace with the change in the brand's image.

Some are quite drastic changes:

Whereas other changes are quite subtle:


































Often, trademarks carry much more meaning than is evident to the casual observer:

Try to notice the arrow formed between the 'e' and the 'x' in Fedex.













Tobletone is based in Bern in Switzerland. Literally 'Bern' translates to 'Bear'. There is an image of a bear in the Alp peaks that are the logo of Toblerone.













One of the better known of such logos is that of Amazon. It has an arrow denoting 'A' to 'Z'