But look again at those brands. What do you actually see on the sneaker? A swoosh. What is on the back of the iPhone? A bitten apple. What does the red can rely on? The dynamic Spencerian script—which is actually a figurative element, not just letters.

When most people think of trademarks, they think of a name. They think of the word Nike, the word Apple, or the word Coca-Cola in its iconic script.

When filing an application, you must describe your mark. Calling it "a squiggly line" gets you rejected. Using the precise terminology from this guide—such as "a figurative mark consisting of a curved band with gradient shading"—passes the examining attorney’s desk with flying colors.

Don't rely on Google Images to clear your logo. Download The Reference Guide to Abstract and Figurative Trademarks PDF today. Keep it on your second monitor. And start building visual brands that are not just beautiful, but bulletproof.