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.
What Is a Sound Mark?
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:
- Assume a distinctive structure, and
- Create a strong mental association between the sound and the brand in the minds of consumers.
(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.
Real Examples of Registered Sound Marks
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Intel’s Five-Note Chime
https://www.uspto.gov/sites/default/files/75332744.mp3
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.
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NBC’s Three-Note Chimes
https://www.uspto.gov/sites/default/files/72349496.mp3
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.
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MGM’s Roaring Lion
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.
What Makes a Sound Mark Registrable?
Not all sounds can be trademarked. To be eligible for registration, a sound must be:
- Distinctive or arbitrary (i.e., not a sound the product naturally makes)
- Used in commerce to identify and distinguish the brand
- Capable of creating a lasting association in the consumer’s mind
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.
How to Apply for a Sound Mark
Registering a sound mark requires several unique steps:
- No Visual Drawing
Because sound marks are non-visual, you don’t submit a traditional logo drawing. Instead:
- Select “Sound Mark” as the mark type
- Include a detailed description of the sound (e.g., “a sequence of five musical notes”)
- Upload an audio file of the mark (.mp3, .wav, etc., under 5MB)
- Specimen of Use
You must provide a specimen showing how the sound is used in commerce. Acceptable specimens include:
- A video advertisement that uses the sound
- A product demo or app interface featuring the audio mark
- An online video or media player showcasing the mark in use
- Supplemental Materials
If applicable, include:
- Sheet music (for musical marks)
- A written description of the sound
- A statement clarifying the mark is non-visual
Tips for a Successful Sound Mark Application
✅ 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.
Why Sound Marks Matter in Branding
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:
- Increase brand recall
- Reinforce emotional connection
- Differentiate you in a crowded market
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.
