Most clients are aware that words and logos can become extremely valuable trademarks and service marks by which they can distinguish their business from their competition. However, many clients do not appear to be aware that trademarks and service marks are not limited to words and logos, and that trademarks and service marks include virtually any “device” that is capable of identifying a business and distinguishing it from others. Examples of these often-overlooked devices are: sounds, such as NBC’s distinctive three-note chimes; color, such as Owens-Corning’s use of the color pink for insulation; scent, such as a floral scent used on embroidery thread; telephone numbers, such as a 1-800 telephone number for a business; product shapes, such as the shape of Pepperidge Farm® Goldfish® crackers; container shapes, such as the shape of the Fantastic® spray bottle; building designs, such as the designs of a McDonald’s® restaurant; and uniforms, such as the St. Louis Rams football uniforms. Each week, registrations are granted on these types of devices.