Can I trademark a logo containing generic shapes?

Photo of Tomas Orsula

Written by Tomas Orsula

Senior Trademark Attorney

A logo containing a generic shape could be trademarked, provided that the entire logo itself isn't generic. For example, if the background shape is a circle, but other graphical elements exist over it, the circle itself will not be the focus and, therefore, not a problem.

Because simple geometric shapes cannot convey content that consumers can remember permanently, shapes and figures may not be considered as fulfilling the function of a trademark.

It is recommended that shapes that are placed beside or on top of each other be avoided, as this will be considered generic.

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