Scents, when they are truly unique and identifiable to a particular brand, can be trademarked.

Trademarks protect the branding of a service or product, while patents protect the product or service itself

Trademark protections cover the branding of a service or product, like its logo, its smell, or even its shape. However, patent protections give inventors exclusive control over a new product—as long as those inventors disclose how the product works and how they made it.

Trademarks are a form of consumer protection

Trademarks help brands distinguish their products from competitors, but they also give consumers clarity around the product they are buying and where it comes from. Distinguishable names help prevent consumer confusion and maintain a consumer's ability to choose their preferred product and brand.

Trademarks are just one type of intellectual property

Intellectual property refers to any intangible "creation of the mind," which includes ideas, creative works, and even trade secrets. Trademarks, copyright, and patents are all protected by intellectual property laws—but each protection is separate and distinct.

Trade dress is a form of trademark that applies to the physical appearance of a product

Distinct visual characteristics of products, like the shape of a Coca-Cola bottle or the interior layout of an Apple store, can be protected. These characteristics are protected to help consumers quickly identify certain brands.

'Dilution' is any use of a trademark that weakens its distinctiveness

Unlike trademark infringement that hinges on the likelihood of confusing customers, trademark dilution is an illegal practice that threatens the distinctiveness of a trademark. In the US, famous brands like Nike and Google have a right to protection from dilution.

Learn what different trademark symbols mean

In the US, brands can technically use a trademark without actually filing a trademark with the United States Patent and Trademark Office—which is where the ™ symbol comes from. However, brands that have officially filed trademarks can use the ® symbol in their branding.

The value of a trademark is just one element of brand valuation

Brand valuations give companies an idea of how valuable assets, like logos, are to the company and can help determine how much money branding departments should receive. Typically, brand valuations are a compilation of brand awareness metrics, like a consumer's willingness to pay, the value of a trademark, and the company's market position.

The most unique-smelling places on Earth

Have you ever picked a travel destination by smell? This Atlas Obscura piece cultivates a list of the most distinct-smelling spots in the world. Learn about these obscure scents to potentially book a trip to a spring that smells like rotten eggs, or a desert valley filled with frankincense trees.

Breaking down the main classes of intellectual property: trademark vs. copyright vs. patent

Trademarks, copyrights, and patents are all intellectual property classifications that give exclusive ownership of ideas and concepts to individuals or businesses. Patents usually refer to innovative products or processes, copyrights are centered around the right to reproduce content, and trademarks usually involve branding elements, like names, logos, and distinct product elements.

Listen to the pros and cons of owning a trademark as a small business owner

For many small business owners, it can be hard to decide when the time is right to file a trademark. This trademark lawyer says the decision often comes down to a product's branding, the size of the business, and how established the company is.

Learn what constitutes trademark infringement

Infringement is a trademark violation that threatens the owner's exclusive right to use a trademark. The general standard for proving any trademark infringement is the likelihood of causing confusion to a normal consumer.

Explore a list of trademarked phrases

Trademarks can extend to phrases and slogans when the words become brand identifiers. Some phrases that have been trademarked are famed boxing announcer Michael Buffer's "Let's get ready to rumble!" and reality television star Paris Hilton's "That's hot."

Humans may be able to distinguish more than one trillion scents

That's according to one estimate published in 2014. This figure far exceeds earlier estimates of a human smelling ceiling around 10,000 odors. The newer figure is derived from experiments in which volunteers agreed to sniff varying scents. Researchers mixed odor components and had volunteers sniff the brews to detect subtle scent differences. (Some users may experience a paywall.)

Taylor Swift owns more than 300 trademarks—a strategic way she protects her brand

Taylor Swift holds trademarks ranging from her album titles and song lyrics to the names of her cats. While the sheer amount of trademarks may seem excessive, it's one way Taylor Swift can protect the integrity of her brand and make sure everything that's branded as Taylor Swift actually comes from her.

'Genericide:' Learn how too much brand awareness can hurt a company's trademark

When a brand becomes so popular that consumers regularly call the product by the brand name like a noun or verb, that trademark becomes generic because consumers no longer associate a specific brand with a certain product. A generic product can hurt a company's right to trademark or even cause companies to lose it. (Some users may experience a paywall.)

The international trademark framework is called the Madrid Protocol

Trademarks vary from country to country, but an agreement called the Madrid Protocol allows trademark protections across more than 100 participating countries. While the Madrid Protocol expands trademark access, it doesn't necessarily grant blanket protections across the participating countries, meaning each country is still in charge of its own trademark enforcement.

The median trademark of public companies in the US is worth $22.5M

There are multiple approaches to evaluating the value of a trademark. Some strategies include analyzing the value of royalty payments a trademark produces and the cost of recreating the trademark or brand.

Scent is a stronger memory trigger than sight

Smell is imbued with more emotion than visual memories, and research indicates that smell triggers a significantly greater effect on amygdala activation. Scientists believe these powerful responses occur partly because smell signals bypass the thalamus and go directly to the amygdala and hippocampus, brain areas involved in emotion and memory.

Frisbee, Jet Ski, and Dumpster—explore a list of words you might not realize are trademarked

Many products that have become household names started out as first-of-a-kind items. As those products grew in popularity, the brand name became the default name for the product.

'Fragrantica' is a perfume encyclopedia with innovative features

Search perfumes by notes (citrus, magnolia, etc.), designers, location, popularity, and more, and stay up to date with the latest perfume news with this international passion project. Each perfume is broken down into its "accords" or blends of ingredients so you can learn the many scents that go into each fragrance. A must-have stop for anyone curious or passionate about fragrances.

Search the official trademark database

The official trademark registry is managed by the United States Patent and Trademark Office. The registry shows the trademark's status, the owner, and the trademark's serial number.

Our sense of smell affects what foods taste like and how we perceive it

Scent stimulates our olfactory sensor neurons high in the nasal cavity, and the brain attaches labels to those scents. But when we eat, chemicals from the foods travel from our mouths and throat to those neurons. We have roughly 400 odor receptors, and they can be used to decipher more than 10,000 different odors (or more than one trillion by some calculations), including the nuances of different foods.

Find 36 hidden messages in these household name company logos

Brand logos are designed to represent a business's core values and products in a unique, differentiating way. We experience this branding mechanism regularly, and hundreds of businesses are recognizable to us via only this one symbol, even when...

The research that led to sour

Scientists are trying to figure out if there are unique receptors that respond to the molecules that make up flavors we associate with calcium, blood, batteries, and other items that often escape dinner menus. Taste researcher Dr. Danielle Reed says the minimum evidence for a taste category typically involves identifying dedicated receptors and then removing them to show the taste vanishes.

Read the academic article explaining how ancient smells can be dissected and recreated

This paper explores how biomolecular data on past scents can be teased out and then transformed into olfactory museum experiences, adding another component to our understanding of archaeology.

Hereditary hyperosmia is the official term for being a super-smeller

Some sniffers with this rare trait may be more sensitive to pleasant smells, while others may be more attuned to unpleasant scents. Some research suggests that certain genetic mutations are associated with a heightened sense of smell.

Non-use or lapsed filings can cause a trademark to expire

Going more than three consecutive years without using a trademark can be considered abandonment—which means the trademark falls into the public domain and someone else could potentially file for the trademark. Besides non-use, not maintaining the paperwork or paying the fees can result in a terminated trademark.

Fear has a specific 'smell'—at least to machines

This excerpt from a Mythbusters episode takes on the smell-of-fear question, comparing the sweat composition of individuals exposed to snakes, rats, and scorpions with that of people exercising. Molecularly, the sweats are different to a gas chromatography machine, but to most noses would be indistinguishable.

Dogs smell a lot of stuff we can't, including bed bugs and chemicals in electronic devices

In addition to identifying medical smells and tiny insects like bed bugs, dogs can also detect electronic storage devices. These tools often contain triphenylphosphine oxide, a chemical used to prevent overheating.

The science (and scams) behind essential oils

Essential oils are a big business, with industry estimates pegging its market size at $10B last year—a number expected to double by 2030. These distilled plant compounds have a long history of both legitimate and exaggerated uses, and many marketed oils are, as the author of this long read claims, just selling wish fulfillment. Revisit some of the history and contemporary use of essential oils with this piece.

The importance of volatile aroma compounds in the flavor quality of food

Processes such as air movement and heating cause food to lose aroma molecules, which studies have shown play a major role in our sense of taste. While losing these molecules to the environment leaves fewer to be processed during consumption to intensify flavor, it can also produce previously nonexistent aroma compounds or release previously trapped ones, altering or enhancing the food's flavor.

These famous brands used to have different names

Did you know that Nike used to be called Blue Ribbon Sports? Or that Google was originally named BackRub? Getting a brand's name right is a tough job; there's an entire cottage industry of brand naming agencies to prove it. See which brands got it right the first time—and which ones might be better off with their current names—in this article.

Newborns have a strong sense of smell

Babies are drawn to their mother's smell—and the particular odor of their mother's breast milk—within days, even as their vision remains blurry for months after birth. In the womb, the olfactory center also forms in the early stages of development.

A stand-in 'nose' may help people with anosmia to smell certain odors

In a 2025 paper, researchers reported they'd created a proof-of-concept device that bypasses typical olfactory pathways and instead exploits an alternative—the trigeminal nerve in the nose—to detect a few strong scents. The nerve typically helps detect the temperature of inhaled air or the presence of irritants. (Some users may experience a paywall.)

Smell is a robust memory cue for individuals with Alzheimer's disease

Odor is more effective than both visual and verbal cues for triggering autobiographical recall in Alzheimer's disease, according to 2021 research.

Gen Z's love for perfume is boosting sales

Teen boys are the biggest driver in perfume sales as of the summer of 2025. They have increased their spending on fragrances 26% year-over-year as the trend blossoms on TikTok via #PerfumeTok. Additionally, users of weight loss drugs GLP-1 agonists are adding to sales, as they seek olfactory over culinary sensations.

Nike is one of the world’s most recognizable brands

People recognize the Nike “swoosh” brand logo all over the world. The simplicity of the logo and the short, snappy name of the company are largely responsible for the brand’s wide-sweeping visibility.

Scientists determine the smells of objects in outer space

Using spectrographic techniques, scientists determine the chemical composition of planetary atmospheres, comets, and other objects in space. Combining these chemicals in labs on Earth has revealed locations in space that smell like nail polish remover, rotten fish, and urine.