What does trade dress refer to?

Trade dress specifically refers to the overall look and feel of a product or its packaging that signifies the source of the product to consumers. This includes the shape, color, texture, and design elements that create a unique image or impression in the minds of consumers. It plays a significant role in branding, as a distinctive trade dress can help a product stand out in a crowded marketplace and can be protected under trademark law to prevent unfair competition.

In contrast to the other options, while a company logo is part of a broader branding strategy, trade dress encompasses a wider array of visual elements beyond just the logo. Patent protection pertains to inventions and designs, but it is not what defines trade dress. Lastly, while trademarks are related to the broader category of brand protection, trade dress is specifically concerned with the product's visual and overall image rather than merely a legal classification. Therefore, the correct understanding of trade dress is that it captures the totality of how a product is presented visually to consumers.