In United States trademark law, Abercrombie & Fitch Co. v. Hunting World has defined the framework of trademark distinctiveness. In the case, trademarks are divided into categories which have different degrees of protection. The different categories are: fanciful, arbitrary, suggestive, generic.
A fanciful mark is one of such categories. It defines a inherently distinctive trademark.
What does it mean? The trademark name consists of an entirely invented or "fanciful" name. This might be the family name of the inventor (eg. Zeppelin, Bakelite) or the city name where the first product was sold (eg. Spa), etc.
Example of fanciful trademarks are: