A trademark or “mark” is the legal term for a brand name. Trademarks identify a company’s products or services and distinguish them from products and services provided by other companies. Many things can serve as trademarks, including words, slogans, symbols, designs, product shapes, and product packaging. Even smell, sound and color can be protected as trademarks. The traditional definition of a “trademark” applied only to marks used to identify goods (and not services). Increasingly, however, the word “trademark” is used to describe service marks as well. A service mark is a mark used to identify services. The legal rules applicable to service marks and trademarks are the same.