The Making of a Logo

choi

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Wall Street Journal, June 18, 2011 (in the column Visualizer).
http://online.wsj.com/article/SB10001424052702304186404576387872639249168.html
(book review on Angus Hyland and Steven Bateman, Symbol. London: Laurence King Publishing Ltd, 2011)

Note:
(a) Merrill Lynch
http://en.wikipedia.org/wiki/Merrill_Lynch
(The company was founded on January 6, 1914, when Charles E. Merrill opened his Charles E. Merrill & Co. for business at 7 Wall Street in New York City. A few months later, Merrill's friend, Edmund C. Lynch, joined him, and in 1915 the name was officially changed to Merrill, Lynch & Co. At that time, the firm's name included a comma between Merrill and Lynch; logo caption: Merrill Lynch, Pierce, Fenner & Smith logo in use prior to the firm's 1974 rebranding that introduced the "bull" logo)

(b) Qantas
http://en.wikipedia.org/wiki/Qantas
(i) Quote: "Qantas Airways Limited is the flag carrier of Australia. The name was originally "QANTAS", an acronym/initialism for 'Queensland and Northern Territory Aerial Services'. Nicknamed 'The Flying Kangaroo', the airline is based in Sydney, with its main hub at Sydney Airport. It is Australia's largest airline, the oldest continuously operated airline in the world and the second oldest in the world overall.
(ii) Northern Territory is the western neighbor of Queensland.
http://en.wikipedia.org/wiki/Northern_Territory

(c) Royal Dutch Shell
http://en.wikipedia.org/wiki/Royal_Dutch_Shell
(sections 1.1 20th century and 2.2 Name and brand)
(i) Quote: "Royal Dutch Shell plc, commonly known as Shell, is a global oil and gas company headquartered in The Hague, Netherlands and with its registered office at the Shell Centre in London, United Kingdom. It is the second-largest energy company and the fifth-largest company[3] in the world according to Forbes Magazine list for 2011.
(ii) My comment:
* The WSJ article says color scheme red and yellow "dates back to 1915," an account that is confirmed by Shell.

The History of Shell Logo.
http://www.shell.com/home/content/aboutshell/who_we_are/our_history/history_of_pecten/
("In 1915, when the Shell Company of California first built service stations, they had to compete against other companies. Bright colours were the solution, but colours that would not offend the Californians. Because of the state’s strong Spanish connections, the red and yellow of Spain were chosen.")
* James, son of Zebedee
http://en.wikipedia.org/wiki/James,_son_of_Zebedee
(sections 1 In the New Testament, and 2 Veneration)

(d) New York Public Library
http://en.wikipedia.org/wiki/New_York_Public_Library
(a privately managed, nonprofit corporation with a public mission, operating with both private and public financing; Established 1895:

(i) Quote:

"Although New York City already had plenty of libraries in the 19th century, almost all of them were privately funded and many charged admission or usage fees. Meanwhile, other American cities, notably Boston, had led the way in providing public libraries that were open to the general masses * * * Former Governor of New York and presidential candidate Samuel J. Tilden felt that a library with city-wide reach was required, and upon his death in 1886, he bequeathed the bulk of his fortune—about $2.4 million—to 'establish and maintain a free library and reading room in the city of New York.'

"Two famous stone lions guarding the entrance were sculpted by Edward Clark Potter. They were originally named Leo Astor and Leo Lenox, in honor of the library's founders. These names were transformed into Lady Astor and Lord Lenox (although both lions are male). In the 1930s they were nicknamed "Patience" and "Fortitude" by Mayor Fiorello La Guardia. He chose these names because he felt that the citizens of New York would need to possess these qualities to see themselves through the Great Depression. Patience is on the south side (the left as one faces the main entrance) and Fortitude on the north.

(ii) Boston Public library (BPL) is
* the first public library in America (established 1848);
* "the first library to allow its citizens to borrow books and materials, a truly revolutionary concept at the time;"
* the first library to establish a branch system, opening an East Boston branch in 1870
http://www.bpl.org/general/firsts.htm
(iii) However, book lending is ancient.
* library
http://en.wikipedia.org/wiki/Library
("In the West, the first public libraries were established under the Roman Empire * * * The surviving records give only a few instances of lending features"; section 1.4 Medieval Christian libraries)

* The Library Company: Founded by Franklin in 1731, in The Electric Benjamin Franklin, undated.
http://www.ushistory.org/franklin/philadelphia/library.htm
(a private library at Philadelphia; "Members could borrow books freely; non-members could also borrow books — if they put up a surety, something of value that could be sold if the book was not returned.")

(e) English Bulldog is the unofficial mascot of United Kingdom as well as US Marine Corps (USMC).

Marine Corps Mascot. USMC Heritage, undated.
http://www.usmcpress.com/heritage/marine_corps_mascot.htm
("During World War I many German reports had called the attacking Marines "teufel-hunden," meaning Devil-Dogs.  Teufel-hunden were the vicious, wild, and ferocious mountain dogs of Bavarian folklore. Soon afterward a U.S. Marine recruiting poster depicted a snarling English Bulldog wearing a Marine Corps helmet.  Because of the tenacity and demeanor of the breed, the image took root with both the Marines and the public.  The Marines soon unofficially adopted the English Bulldog as their mascot.")

(f) netto
http://en.wikipedia.org/wiki/Netto
(Netto is Danish/Norwegian/Swedish/Dutch/German for "net" (the antonym of gross). In most European languages the word "netto" refers to net worth or net pay.)
(g) "Nicola Trussardi (1942-1999) was an Italian fashion designer and entrepreneur." Wikipedia


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※ 修改:．choi 于 Aug  4 15:07:55 修改本文．[FROM: 129.10.0.0]