Our trademark and brand
AB Tetra Pak was formed in 1950. Since then, the name Tetra Pak has been used in all company names and as the trademark on all our products.
Our brand and trademark strategy is to build value around this one brand, Tetra Pak®. In order to differentiate our various packaging materials and shapes, we have given them individual names, with TETRA used as a prefix. Trademarks are also created for items such as caps and closures, and for certain events or campaigns. Such trademarks do not include TETRA or PAK, but are still marketed under our brand Tetra Pak®.
Our first package in the shape of a tetrahedron was developed in 1946. Today, Tetra Classic® is the only package shape in our product portfolio that has this shape.
Our next packaging solution was a rectangular cuboid, created in 1959 and initially sold under the house trademark Tetra Pak®. This was rebranded in 1963 to become Tetra Brik®. This was followed by the gable-topped Tetra Rex® in 1965; Tetra Top® in 1986; Tetra Fino®, Tetra Prisma® and Tetra Wedge®, all trademarked in 1997; Tetra Recart®, in 2003; Tetra Gemina®, in 2007; and our latest package, Tetra Evero®, in 2011
The motto stamp is our principal signature. It consists of our house mark in combination with the Tetra Pak trademark, surrounded by our motto and promise: PROTECTS WHAT'S GOOD. Creating a new trademark and branding a new product or service is an important mean when we communicate and market our different offerings.
The conceptual meaning of our name
TETRA PAK® is a combination of two word elements - ‘TETRA’ and ‘PAK’. Neither the separate word elements nor the combination has any conceptual meaning.
The element ‘TETRA’ comes from ‘tetrahedron’, the shape of our first liquid food carton.
1. "TETRA"
Dictionary definitions of TETRA:
a) prefix meaning having four parts e.g. Tetravalent, Tetrachloride.
b) South American freshwater fish in the family Characidae.
2. "PAK"
The element “PAK” is a shortening of the word ‘pack’ or ‘package’
The unique combination of words gives us the right to claim to trademark the name and claim exclusive rights to the mark.
List of trademarks with generic description
The following list consists of the most popular trademarks owned and used by the Tetra Pak Group and by our authorised users. The list is not exhaustive, and is for informative purposes only. The absence of a trademark from this list does not constitute a waiver of our rights to our trademarks or any other intellectual property rights of ours.
This list also includes the appropriate generic term for each type of product, machine or service as the case may be. The generic term is intended to be used in conjunction with the appropriate trademark and as set out in the General Guideline on Correct Use as set out on this website. View or download the Tetra Pak trademarks list (pdf)
Our logotypes and housemark
The motto stamp
The logotype
The two liner
The house mark
The tetrahedron
