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.