Franchise Glossary
Trade Dress
What is Trade Dress in franchising?
The total visual identity of a franchise location: the distinctive combination of colors, signage, architectural features, interior layout, fixtures, and decor that makes the brand instantly recognizable. Think the golden arches or Starbucks' signature interior. Trade dress is legally protected intellectual property owned by the franchisor. As a franchisee, you must maintain trade dress standards at your own expense, and franchisors periodically require costly remodels every 5 to 10 years to keep locations current. Factor potential remodel costs into your long-term financial planning.