Sparse estimation methods are aimed at using or obtaining parsimonious representations of data or models. While naturally cast as a combinatorial optimization problem, variable or feature selection admits a convex relaxation through the regularization by the $\ell_1$-norm. In this paper, we consider situations where we are not only interested in sparsity, but where some structural prior knowledge is available as well. We show that the $\ell_1$-norm can then be extended to structured norms built on either disjoint or overlapping groups of variables, leading to a flexible framework that can deal with various structures. We present applications to supervised learning in the context of non-linear variable selection, and to unsupervised learning, for structured sparse principal component analysis, and hierarchical dictionary learning.