Trivia 10 of 30
Which is the oldest logo still in use today?
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Twinings – 1787
The Twinings logo dates back to 1787, making it the oldest commercial logo in continuous use since its inception (Twinings.co.uk). It is also one of the first examples of a logotype, or a logo that is primarily text-based (99designs.ca). Other famous examples of logotypes include Ford, Google, and Coca-Cola.
Original Twinings tea shop on the Strand in London, UK. The original logo can be seen above the main entrance. Global Panoramic / CC BY-SA 2.0
Examples of famous logotypes include Google, Ford and Coca-Cola. Image: MasterMetrix
Bass Beer – 1876
The Bass red triangle logo, inspired by the Bass family coat of arms, was trademarked in 1876, making it the first image to be registered as a trademark in the UK. Around this time, Bass had become the largest brewery in the world (Wikipedia.org). In 2013, Bass Pale Ale was renamed “Bass Trademark No.1” to recognize this part of its history (BeerToday.com).
The Bass heraldic crest, from which the red triangle logo was inspired. Image: 4crests.com
The original and current Bass logos. The red triangle was the first image to be registered as a trademark in the UK. Images: Fandom.com
The Bass red triangle is visible (bottom-right) in Édouard Manet’s A Bar at the Folies-Bergère, 1882. ArtAndArchitecture.org.uk
Levi’s Jeans – 1886
Levi Strauss & Co. was originally a wholesale dry goods business in San Francisco that started manufacturing denim pants, which we now know as “jeans,” in 1873 (LeviStrauss.com). Thirteen years later, in 1886, Levi’s introduced its now famous logo, depicting how its jeans could withstand the strength of two horses (LeviStrauss.com).
What about the red (and all those other colored) tabs? What’s up with that?
Levi’s held a patent on riveted denim jeans until 1890, at which point the patent expired and went into the public domain. Levi’s started to have difficulty differentiating itself amongst its competitors. The national sales manager at the time came up with the little red tab idea so that everyone could immediately see who was wearing Levi’s (LeviStrauss.com). The label made its appearance on Levi 501 jeans in 1936 and has since become iconic of the brand itself, especially as 501 jeans have become the most iconic fashion item of all time (Mirror.co.uk).
The iconic red tab on a pair of Levi’s jeans, patented in 1936. Photo: Ajay Suresh / CC BY 2.0
Sherwin Williams Paint – 1910
Used in its current form since 1910, the Sherwin Williams Paint logo has been criticized for its “sinister” and “anti-environmental” message, with its red paint being compared to blood pouring upon the Earth. As such, it has been described as one of the worst corporate logos ever made. Sherwin Willians sticks by its logo though for its “iconic” and historical significance (Fandom.com).
The evolution of the Sherwin Williams Paint logo. Image: MasterMetrix, via Fandom.