Like a trademark, except that it identifies a service rather than a tangible product.

 

"The roar of the lion in an MGM movie is one of their service marks."

 

"Once our Internet business was planned, we devised a logo and registered it as our service mark. "

 

"We found we needed a good lawyer when we registered our service mark as there was some controversy related to our competition."

 

"To maintain our service mark, we must utilize it in commerce - easily done in advertising."