Trademarks which are “inherently distinctive” can be registered on the Principal Register of the USPTO. One type of inherently distinctive trademarks are suggestive trademarks, which suggest a particular quality or feature of the goods but do not describe the goods. For example: COPPERTONE, which suggests that if you put this liquid on your skin, it will develop a “copper tone.” Another type of distinctive trademark is an arbitrary trademark, which is an existing word or phrase that has no particular relationship or association with the products that it represents. For example, the term APPLE for computers.
The third and least common type of distinctive trademarks are fanciful trademarks, which are made-up words with no particular definition or meaning, other than as a source-indicator for that product. For example, EXXON, XEROX.
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