History of TradeMarks
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Transcript of History of TradeMarks
BA2IDENTITY
Whatisiden4ty?
Whatisalogo?
Name+Logo=Iden4ty
Whatisatrademark?
Atrademarkisasign.
Thesenderofatrademarkuseshismarkto
iden%fyhimselftotheworld.
Thishemaydoinoneof3ways:
• Hemayiden4fyhimselfasan‘owner’• Asa‘manufacturer’,or
• Simplyasthe‘sender’ofamessage
• All three types of identification can be seen on a typical London bus.
> the trademark above the radiator grille on the bus tells us that London Transport owns it.
> Leyland will display its trademark saying that it made it
and..
> the trademark on the advertising streamer (bus T) tells us that the Tate Gallery is sending us a message.
HISTORICALEXAMPLES
Trademarks,ordeviceswiththefunc4onofatrademark,haveexistedforatleast5,000years.
ThisisanancientmonogramforJesusthatdatesbacktothefirstcentury.Itisanabbrevia4onderivedfromthefirstthreeleWers(iota=i+eta=h+sigma=s)oftheGreekword"Jesus."Scribesofthat4meperiodwrotealineorabarovertheleWerstoindicateanabbrevia4on.
Some,suchasceramicmarks,con4nuetobeusedtoday;otherssuchasheraldicmarksareo]en
quotedorparaphrasedinmoderndesigns.
Eventheideasofthevisualpunonanamewasusedinancient‘can4ng’arms(languageforclass,professionorsect,
i.e.pawnbroker‐3balls).
‘Can4ng’armshaveaspecialrelevanceinthesubject
oftrademarks.Theyareacoatofarmsthatmakeavisual
punontheownerssurname.
Thepawnbroker’ssign,withitsthreeballsstemsfromthecoatofarmsoftheItalianmedievalMedicifamily,whichhadsixballs.
TheMediciwereextremelyrichandgreatlendersofmoney.Forthisreasonthethreeballsfromtheircoatofarmshasbecomethesymbolforpawnshops/brokers.
Bell’sWhisky
TheBell’sWhiskyminiatureboWleisamodernthreedimensionalexampleofcan:ngarms.
TheshapeoftheboWleisapunonthedis4ller’sname.
Historically,trademarkshavebeenprimarily‘senders’markswhicharemoreconcernedwiththepersonsendingthem
thanthereceiver.
MOTIVATION
Thehistoricalforerunnersofmoderntrademarksevolved
fromthe‘need’and‘desire’forsocialiden9fica9on.
Theseearlyequivalentsoftrademarkswereusedtostate
iden4fica4onin3ways…
>SOCIALIDENTITY…Thisisme
>OWNERSHIP…Iownthis,
>ORIGIN…Imadethis
mark(i):heraldry
Family’sstatement=socialiden4ty
Tradi4onalCoatofArms
TheMeissentrademarkwasoriginallythearmsoftheDukeofSaxony.
Amoremodernandrecognisableheraldicsign.
SAAB‐SCANIA,SWEDEN.Thegriffin’sheadisareferencetothearmsofthecountryofScania.Atthebeginningofthetwen4ethcentury,thegriffin’sheadwasusedinatrademarkforthetruckmanufacturerScania.Later,a]eramerger,thegriffin’sheadwasincludedintheSabb‐Scaniafiguremark.
ALFAROMEO,ITALY.Thele](heraldicrightorDexter)partofthearmsshowsthearmsofthecityofMilan.Theright(heraldicle]orsinister)partshowsthearmsoftheDuchyofMilan,essen4allythoseoftheViscon4family.
SomeofBP’slogosfromvariousdecadesofdevelopment.
Family’smo4ve=desire/need
Whydidtheywearthecoloursanddisplayacoatofarmsontheirshields?
Modernversionsofheraldry
mark(ii):monograms
Individual’sstatement=socialiden4ty
ElizabethReginaII
FrenchKingsini4almonograms
PepeLeBref
LouisVuiWonThemonogramwascreatedin1896.
mark(iii):branding
Farmer’sstatement=ownership
Farmer’smo4ve=need
HotironsareburnedontothehideofthecaWletoprotectthemagainstthe].
Thetextofthebrandontheoxsays:‘RoyalAgricultureAdministra4on,43’
ThisAmericancaWlebrandreads‘twolazytwoP’or,ascowboysmightsay,‘Toolazytopee’.
ThisbroadarrowwastheimperialbrandusedonEnglishhorsesin1346duringtheHundredYears’War.
mark(iv):earmarks
Shepherd’sstatement=ownership
Thisearmarkingsystemforsheepenablesindividualanimalsinaflocktobeiden4fied.
Earmarksmustbeplacedintheofforrightearofamaleanimalandthenearorle]earofafemale.Allearmarksmustbemadeusingpliersandmustnotremovemorethanathirdoftheear.
Shepherd’smo4ve=need
A record of sheep earmarks was kept by policemen and farmers when finding lost or stolen sheep. This pocket book belonged to constable John Williams, stationed at Garndolbenmaen, and contains a record of sheep earmarks for the parishes of Clynnog, Dolbenmaen, Llanfihangel-y-Pennant and Penmorfa, Caernarvonshire
mark(v):farmmarks
Farmer’smarkstatement=ownership
Farmer’smarkmo4ve=need
Thesewereusedtomarktheboundariesofthefarmersland
mark(vi):ceramicmarks
PoWer’smarkstatement=origin
PoWer’smarkmo4ve=need/desire
ApoWermaymarkhisbowloutofsheerpride.
mark(vii):stonemasons’marks
Stonemason’sstatement=origin
Stonemason’smo4ve=need/desire
TheScosshStonemasons’whobuiltthe‘CantonViaduct’werepaidbyresults,andaseachlaidastoneinplace,hechiseledhismarkonit.Thesemarkswereusedasaguideforpayment.
mark(viii):hallmarks
Silversmith’sstatement=origin
TheStandardmarkforsterlingsilver
Bri4shhallmarksonasilvertrayfrom1924.
Silversmith’smo4ve=need/desire
mark(ix):printers’marks
Printer’smo4ve=need/desire
Printer’sstatement=origin
Theworld’sfirstprinters’markwasusedbytheprinterswhotookoversomeofJohannGutenberg’stypefacesa]eracourtcase.Printers’markswerenotlegallyprotected;thismarkwaslateradoptedbyseveralotherprinters.
JohannFust&PeterSchoffer,Mainz,Germany,1457.
AldusManu4us'firstdevice,featuringthefameddolphinandanchormo4f.
Conqueror Conqueror ll
Conqueror ll (LAID)
mark(x):watermarks
Papermaker’sstatement=origin
LEFT:ThewatermarkusedonJohannGutenberg’sbible.
RIGHT:Thiswatermarkiswheretheterm
‘foolscap’originated.
mark(xi):furnituremarks
Chairmaker’sstatement=origin
Chairmaker’smo4ve=need/desire
Nowit’syourturn!
Researchfurther:• Collecta‘range’oflogos/markswithshortinforma4ve
annota4ons.Includehistoricalandcontemporaryexamples.Useavarietyoftechniquestorecordthem.Arrangetheexamplesfoundintothecategoriesthatwehavediscussedtoday.
• Findyour‘Maternal’and‘Paternal’CoatofArms.
• FindtheCoatofArmsforBlackburnandthetownwhereyoulive.