Descriptive Marks

Descriptive marks are trademarks that directly describe a product or service’s key features, qualities, or characteristics. For example, a brand called “Sweet” for a candy company might be considered descriptive because it describes the product’s taste. While descriptive marks can be strong identifiers, they are often harder to protect legally unless they acquire distinctiveness through extensive use and recognition by consumers. Essentially, they tell customers what to expect but may face limitations in legal protection unless they become uniquely associated with the brand.