Non-Conventional Trademarks: The Spectrum of Distinctiveness in the Era of Globalization

  • Shaista Kahkeshan and Mohd Juned Ansari
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  • Shaista Kahkeshan

    Assistant Professor at College of Law, IIMT University, Meerut, India

  • Mohd Juned Ansari

    Assistant Professor at College of Law, IIMT University, Meerut, India

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The globalisation and commercialization of knowledge have significantly expanded the scope of trademarks. A non-traditional trademark necessitates visual identification and graphical representability, and it consists primarily of a name, word, phrase, logo, symbol, design, picture, or a combination of these features. The use of new types of marks to differentiate products and services from others has also produced a number of concerns about the registration, operation, uniqueness, and recognition of these marks as trademarks while breaking with traditional conventions. There is also the issue of the lack of a common standard for the protection of these non-conventional marks. This study investigates the concept, origin, growth, types and legal issues relating to non-conventional trademarks.


Research Paper


International Journal of Law Management and Humanities, Volume 5, Issue 1, Page 1117 - 1122


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This is an Open Access article, distributed under the terms of the Creative Commons Attribution -NonCommercial 4.0 International (CC BY-NC 4.0) (, which permits remixing, adapting, and building upon the work for non-commercial use, provided the original work is properly cited.


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