In addition to a label, logo or other identifying symbol, a product may also come to be identified by its distinctive shape (the Galliano liquor bottle) or packaging (the Kodak film package). Likewise, a service may be identified by its distinctive decor (the decorating motif used by the Banana Republic clothing stores). Collectively, these types of identifying features are commonly termed “trade dress.”
Related terms: confusion of consumers; trade dress; unfair competition.