{"id":16904,"date":"2025-09-26T14:16:42","date_gmt":"2025-09-26T06:16:42","guid":{"rendered":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.singaporebrand.com.sg\/?p=16904"},"modified":"2026-10-01T08:46:07","modified_gmt":"2026-10-01T00:46:07","slug":"registration-of-non-traditional-trademarks-in-singapore","status":"publish","type":"post","link":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.singaporebrand.com.sg\/blog\/registration-of-non-traditional-trademarks-in-singapore\/","title":{"rendered":"Registration of Non Traditional Trademarks in Singapore"},"content":{"rendered":"

A Complete Guide to the Registration of Non-Traditional Trademarks in Singapore<\/h2>\n

In today’s competitive market, businesses are increasingly seeking innovative ways to distinguish their products and services from competitors. And while traditional trademarks, such as logos and brand names, have long been the standard, non-traditional trademarks offer unique avenues for brand differentiation. These include shapes, colours, sounds, scents, and more.<\/p>\n

In this article, we discuss what such trademarks are, and the process of applying for one. If you would rather have experts handle the paperwork, our roundup of the top 10 best trademark registration services<\/a> in Singapore can help you find the right fit.<\/p>\n

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What Are Non-Traditional Trademarks?<\/h3>\n

Non-traditional trademarks are signs that do not fall into the conventional categories of letters, words, or logos. They encompass a variety of forms, as given in the table below:<\/p>\n

\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Trademark Type<\/th>\nDescription<\/th>\nExample<\/th>\n<\/tr>\n<\/thead>\n
Shape Marks<\/td>\nThe unique shape of a product or its packaging.<\/td>\nIconic Coca-Cola bottle shape<\/td>\n<\/tr>\n
Color Marks<\/td>\nSpecific colours associated with a brand.<\/td>\nUPS brown packaging<\/td>\n<\/tr>\n
Sound Marks<\/td>\nDistinctive sounds that identify the source of goods or services.<\/td>\nIntel jingle<\/td>\n<\/tr>\n
Motion Marks<\/td>\nMoving images or animations used in branding.<\/td>\nNetflix opening animation<\/td>\n<\/tr>\n
Position Marks<\/td>\nThe specific placement of a sign on a product.<\/td>\nRed sole on Christian Louboutin shoes<\/td>\n<\/tr>\n
Hologram Marks<\/td>\nThree-dimensional images that change appearance when viewed from different angles.<\/td>\nSecurity holograms on credit cards<\/td>\n<\/tr>\n
Texture Marks<\/td>\nThe tactile feel of a product or its packaging.<\/td>\nEmbossed luxury chocolate packaging<\/td>\n<\/tr>\n
Scent Marks<\/td>\nSpecific smells associated with a product.<\/td>\nVictoria\u2019s Secret perfume scent<\/td>\n<\/tr>\n
Taste Marks<\/td>\nUnique tastes that distinguish a product.<\/td>\nSignature Coca-Cola flavour<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

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Legal Framework in Singapore<\/h3>\n

Under the Trade Marks Act<\/a>, a trademark must be capable of distinguishing the goods or services of one enterprise from those of other enterprises. For non-traditional trademarks, this requirement is assessed based on the mark’s ability to function as a source identifier.<\/p>\n

Distinctiveness<\/h4>\n

For a non-traditional trademark to be registrable, it must be distinctive. This means that the mark must be capable of identifying the goods or services as originating from a particular source. The distinctiveness of non-traditional marks is often assessed through:<\/p>\n