Abstract

The logo is usually small, seemingly insignificant, yet large in meaning and application. As a brand for a consumer product it can influence millions of buyers, generate bottom line profit in the billions of dollars, can be the major player in a worldwide marketing effort. “The logo is the glue that ties all the information about the brand, together,” so said Michel Pham, Professor of Marketing at Columbia University. How did such a powerful design tool come to be? Logos, as defined as devices with the function of identifying something, or somebody, have existed for at least 2000 years-probably longer. Their shapes and styles influence us in ways, subtle and obvious, consciously and subconsciously, profoundly and often instantaneously. My paper will trace the logo from one momentous event – at Hastings, Sussex in Britain in the 11th century, then follow it forward to France in the 15th, and finally to the 20th century in modern America. If time permits I will take it into the 19th century in the American rural south.