What Can I Trademark?

Any word, phrase, name, slogan, brand, logo, or symbol, or any combination, used, or intended for use in commerce for any of the following:

To distinguish your goods from those of others, and to indicate the source of those goods (trademark)
To distinguish your services from those of other providers, and to indicate the source of those services (service mark)
To be used by others with the owner's permission, to certify the characteristics of a good or service such as origin, material, mode of manufacture, quality, accuracy, etc. (certification mark)
To indicate the membership in a union, association, or other organization (collective trademark) For example, the "CPA" mark, is a collective mark used by Publicly Certified Accountants. This CPA mark is a collective mark registered by the Society of Certified Public Accountants and can only be used by its members.

A trademark is an asset that will allow you to protect your intellectual property. Nike’s “Swoosh” logo, McDonald’s “I’m Lovin’ It,” and Coca-Cola’s cursive logo are all examples of registered trademarks. Though most conventional trademarks include names, phrases, symbols, or devices, you can trademark essentially anything that is commercially used to distinguish your goods or services – even a sound or smell. For example, NBC’s famous chime was the first ever audio trademark to be registered.

Coca-Cola's Trademark