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When you think of a trademark, you might picture a logo, wordmark, or slogan. But did you know that a sound can also be protected as a trademark?
From the deep roar of MGM’s lion to NBC’s iconic three-note chimes to Intel’s futuristic audio logo, sound marks are a powerful way for brands to stand out—and stick in our minds.
This blog post explains what sound marks are, how they work, and what it takes to register one with the U.S. Patent and Trademark Office (USPTO)—featuring real, registered examples from famous brands.
A sound mark is a trademark that identifies the source of a product or service through sound rather than through a visual design. For a sound to function as a trademark, it must:
(In re Gen. Electric Broad. Co., 197 USPQ 560 (TTAB 1978))
Sounds that meet these standards can be registered on the Principal Register—the same as word or logo marks.
Serial No. 75332744
Industry: Computer hardware and software, operating systems
You probably hear this one in your head already: the five-note “Intel Bong” chime that plays at the end of their commercials. Simple, modern, and futuristic, it perfectly encapsulates Intel’s brand identity. It’s been registered as a sound mark, securing it as a piece of the company’s intellectual property.
✅ Why it qualifies: It is arbitrary, unique, and used consistently in marketing to trigger brand recognition.
Reg. No. 72349496
Industry: Broadcasting and entertainment
NBC’s chimes—three tones representing the notes G, E, and C—are one of the earliest and most famous sound marks in the U.S. The chime has been used since the 1920s and remains a signature audio cue for the network’s programming.
✅ Why it qualifies: The tones are not functional or commonplace—they are distinctive and immediately tied to NBC’s brand, especially in the context of broadcasting.
Serial No. 73553567
Industry: Film and entertainment
Before any MGM movie begins, you’ll hear the unmistakable roar of a lion. It’s more than an opening cue—it’s a brand in itself. MGM successfully registered the lion’s roar as a sound mark to protect its use in film and media.
✅ Why it qualifies: It’s a non-functional, attention-grabbing sound that signals the start of MGM entertainment—uniquely connected to the brand experience.
Not all sounds can be trademarked. To be eligible for registration, a sound must be:
Sounds considered “commonplace”—like alarm beeps, ringtones, or electronic chirps—typically require proof of acquired distinctiveness, meaning the brand must show that consumers already associate the sound with their goods or services.
Registering a sound mark requires several unique steps:
Because sound marks are non-visual, you don’t submit a traditional logo drawing. Instead:
You must provide a specimen showing how the sound is used in commerce. Acceptable specimens include:
If applicable, include:
✅ Make it distinctive – The more unique your sound is, the more likely it is to qualify.
✅ Use it consistently – Integrate the sound into your branding (e.g., commercials, app openers, product packaging).
✅ Build association – Ensure customers recognize the sound as a key part of your brand.
✅ Prepare to prove acquired distinctiveness – If your sound is borderline commonplace, gather advertising and consumer recognition data.
In a noisy digital world, a memorable sound can trigger instant recognition. Just like a logo or color scheme, a well-crafted audio identity can:
By protecting that sound with a trademark, you’re legally reinforcing your brand identity—just like Intel, NBC, and MGM have done.
Considering a sound mark for your brand? If your audio branding is distinctive and consistently used, it might be your next great IP asset.
