According to the July/August 2004 Issue of WIPO Magazine,
"The very essence of a trademark is its ability to distinguish the goods and services of one trader from those of another. Traditionally, trademarks consist of words, letters, numerals or designs. However, innovative marketing technologies and electronic commerce are precipitating an evolution in the symbolic representation of trademarks. Any new and distinctive sign that can be graphically represented can be the object of a non-conventional trademark."The artcile discusses several forms of distinctive signs including color, sound, fragrance and holograms.