A "non-traditional" trademark refers to a unique and unconventional form of trademark that goes beyond the typical words, slogans, and logos commonly associated with branding. Non-traditional trademarks include elements like colors, sounds, three-dimensional shapes, and even scents.

One of the most recognizable features on a JEEP® brand vehicle is the iconic seven-slot grille, usually paired with rounded headlamps. Similar to the origin of the “JEEP” name, there is some mystery surrounding how the seven-slot grille came to be.

The smell that instantly brings you back to childhood (or parenthood). Anyone who has played with, or cleaned up, PLAY-DOH® putty can still remember the smell of the putty in your hands, both before and long-after touching it.