The article is devoted to the types and peculiarities of regulation of non-traditional trademarks. Non-traditional trademarks are considered to be: sound, volume, olfactory, taste and other designations. The most common non-traditional trademarks are sound marks. Non-traditional trademark must have a distinctive ability. There are different approaches to the criteria for the protection of non-traditional trademarks in the laws of foreign countries. The problem of the use of non-traditional trademarks is currently particularly relevant. But, despite the difficulties in their registration, every year there are new types of symbols.