The oldest registered trademark in the United States dates back to 1870, when it was filed by paint manufacturer Averill. Against the backdrop of Chicago, an eagle is depicted holding a paintbrush in its beak.
These two very disparate inceptions, happening just a few years apart, beautifully capture the eclectic essence of logo design.
Intriguingly, the two earliest trademarks from America and Europe also represent the two most basic types of logos: figurative and abstract. Every logo can be ascribed to one of these groups, according to Müller, although many subcategories also exist. To come to this conclusion, Müller scrutinized almost 10,000 logos. “One thing I didn’t expect was the high number of handwritten wordmarks, like the signature of a company founder. The most famous ones are the Ford or the Kellogg’s logo, which are still used today in their original form.”The General Electrics logo, unchanged to this day, is drawn on a building at the New York World's Fair, circa 1935-45.
A classic example of this streamlining is the logo of American multinational company 3M, well known for its Post-it and Scotch tape brands. The full name of the business is “Minnesota Mining & Manufacturing Company,” which was reflected in its earliest logos, before being shortened to “3-M” in the early 1900s. In 1977, New York agency Siegel+Gale made the logo even simpler, using the ever-popular Helvetica font and the color red to conceive the version of the logo that is still used today.
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