descriptive mark

Definition from Nolo’s Plain-English Law Dictionary

A trademark or service mark that describes some characteristic of the product or service with which it is associated. For instance, "Jiffy Lube" describes a purportedly fast lube service. Descriptive trademarks are harder to protect, at least until the owner can demonstrate that consumers associate the mark with the source of the goods or services (a status referred to as a secondary meaning). (See also: secondary meaning, Supplemental Register)

Definition provided by Nolo’s Plain-English Law Dictionary.