The Trademarked Sound

May 29. 2026

Some of the most notable brands in the world are recognizable before you even see them.

A short sound plays, and you already know the company behind it. No logo is necessary, and no explanation is needed. 

Netflix is one of the clearest examples of this. Before nearly every show or movie on the platform, viewers hear the now-famous “ta-dum” sound. It lasts only a couple of seconds, but millions of people immediately associate it with Netflix.

Part of that recognition comes from repetition, but it is also because the sound has become so closely tied to the company that it is legally protected as a trademark.

When Netflix applied to register the sound in 2016, the company had to describe it with technical musical detail. Trademark law requires companies to identify exactly what they are trying to protect, even when the trademark is something unusual, like audio instead of a traditional logo or wordmark.

The idea of a sound trademark may seem unusual at first because most people associate trademarks with names and symbols. In reality, trademark law is centred on recognition. Its purpose is to help consumers identify where a product or service comes from.

The MGM lion's roar is instantly associated with film production. NBC has long used its three-note sequence as part of its brand identity. Even short notification sounds from apps and devices are carefully designed because companies understand how quickly people form associations with repeated audio.

Trademark protection can extend far beyond sound alone. This can be true for colours, shapes, packaging, or even certain product designs. 

Tiffany & Co.’s blue packaging became so closely associated with the brand that consumers could identify the company before reading the name on the box.

The contour design of the Coca-Cola bottle is also legally protected because consumers recognize its shape almost immediately. Over time, the bottle itself became part of Coca-Cola’s branding strategy.

Not every sound or colour qualifies for trademark protection, however. Trademark law still requires distinctiveness. A company cannot simply claim ownership over something generic or commonly used. The feature must actually serve as a source identifier in the minds of consumers.

In a crowded digital environment, businesses want consumers to recognize their brand as quickly as possible. As a result, companies invest heavily in creating distinctive visual and auditory identities that audiences will remember instantly.

Some of the most valuable trademarks today are things people do not even realize are trademarks.