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.