Fanciful trademarks are newly coined marks that have no meaning in any language and do not describe the goods/or services applied for. In essence, fanciful trademarks are created to function solely as a trademark. Because fanciful trademarks are not descriptive or generic, they are afforded stronger trademark protection and are typically easier to get allowed.
For example, Exxon® is considered a fanciful trademark that is afforded a high level of trademark protection. Exxon® is a made-up word having no meaning or translation in a foreign language and does not describe Exxon’s branded gas stations, motor fuel, and related products.