"The U.S. Patent and Trademark Office ("USPTO") recently approved registration of the irregular shape of a hamburger patty as a trademark, meaning that the owner of the mark, Bubba Foods LLC (Bubba's) had made a sufficient showing to the USPTO that the below shape of its burger was not functional and that the shape itself serves to identify Bubba Burgers as the source of burgers so shaped.
Such marks, known as "product configuration marks" are less common than more typical trademarks, such as names, slogans or logos. However, while the process is not an easy one, such non- traditional trademarks, which can also protect aspects of a product such as smells, sounds and the appearance of a retail establishment, can confer powerful rights on an owner."
