tenaciously to whatever semblance of trade mark they possess, rather than attempt any change in a new direction? When an attempt is made to alter the trade-mark one iota, Big Business becomes sentimental. "The trade-mark is the birth right of our business. Designed by my grand father back in 1883, it must stand as an in tegral part of our tradition. You may change the lettering a trifle, or add another smoke stack to the steamship, but beyond that we cannot countenance any alterations." This is the gist of instructions given to me recently by the head of a large industrial concern. He hoped to modernize his emblem within these limitations. The result of such a compromise is always money thrown to the winds. Each year an increasing number of pro gressive advertisers are learning to apply ad vanced advertising sense to their trade-mark in much the same way that they are re-styling their lines of merchandise and their contain ers. Since, after all, the advertisement is a skillful assembly of carefully inter-related units, why is not the firm hallmark as equally up-to-date as the striking illustration, or the modern layout that upholds it? Examine your trade-mark from the modern viewpoint. Forget that you have lived with it all these years, and frankly ask yourself whether, should the occasion arise to design yourself a new trade-mark that would ade quately express your business as it exists to day, you would accept the very same one. ZERO FOR WEBER HEILBRON ER

Advertising Arts en | 1930 | | page 61