As a general rule, a trademark can be: words or combination of words, including those that serve to identify persons; images, symbols and graphics; letters, figures and combinations thereof, when made up of distinctive elements; three dimensional forms, including wrappings, containers, shape of a product or presentation thereof and holograms; colors and combinations thereof or any other medium which, by its very nature, is capable of individualizing a product or service in the market
Service Marks, trade dresses, slogans, collective marks, appellations of origin, guaranty marks are also considered as trademarks.
Usually the principle that governs the trademark registration is: "The right to register a trademark is obtained by its use. The exclusive right to use it is acquired by its registry."
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