Actually the term you are looking for is "Trade Dress" and it can include things like color (UPS Brown), shape (Coca Cola bottle) and pattern.

The tests applied to meet the standard are distinctiveness, indication of origin and non-functionality. So for someone to claim elements of a design as protected trade dress, it cannot be a functional element of the design, and it must be a distinctive indicator of the origin of the product.

It's similar but not the same as trademark.