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to successfully secure such a trademark a company must prove three things first that the single color achieves secondary meaning in short the use of the color alone really does distinguish the brand or product from its competitors turns out this can be quite difficult yeah so General Mills has failed twice to secure a trademark on yellow for its Cheerios box on the grounds that the color isnamp;#39;t synonymous with the brand since too many other serial companies use it a company also has to prove that a single color doesnamp;#39;t put their competitors at a disadvantage by affecting cost or quality and the third rule is that the color canamp;#39;t serve a functional purpose Pepto Bismol attempted to trademark pink but they were rejected when a Court ruled that the color served a functional purpose and
