This chapter discusses trademark law and relates that discussion to semiotics. Trademark law has been treated in many contexts, even those who are directly relative to semiotics. However, this chapter will talk more specifically about trademark dilution, a relatively recent area of trademark protection and an area that has not been discussed at length as applied to semiotics. It is precisely the dimension of dilution that leads us to formulate social perspectives of the many legal solutions inherent to the trademark law. Semiotic insights sustain that analysis.