brand glossary: trade dress

Refers to the design or configuration of a product, or its packaging, and even the décor or layout of the environment in which services are provided, as long these characteristics are not simply functional. Instead, they are instantly recognizable and immediately associated with a brand. A good example of trade dress is Coca-Cola’s glass bottle, and how that shape is even used graphically and as a design element in their campaigns and communications.

See also: Non-Traditional Trademarks