Symbols of Power:
Seeking a Modern Image

The 1930s
During the 1930s, America became increasingly electrified. Bolts of electricity used in trademarks demonstrated both modernity and power.
the words nu-day magnetic
For can openers.
circle with lightening bolts
For refrigeration.
 
the letters RCA
For electronic receiving
and distributing systems.
radio tower and the words an RKO radio picture
For films.

The 1940s
With America's involvement in World War II, warlike and patriotic imagery became common in trademarks.
lamp with the words atomic glow
For metal and glass polish.
falling bomb with the words atomic insecticides
For insecticide.
eagle with the words union quality
For tool chests.
airplane with the words fortress
For lawn sprinklers.
circle with the word victory
For chemical cleaners.
The 1950s
In the 1950s, new technologies developed during World War II took on greater importance in daily life. Electronic coils and rockets were symbols frequently used to demonstrate product superiority.

glove with electric coil and the word cosmos
For sealing machines.
electric coil with the word servo
For measuring and plotting devices.
a rocket with the word interceptor
For lightning rods.

For hamburger sandwiches.

To read more about trends in trademarks, see John Mendenhall's High Tech Trademarks and High Tech Trademarks 2.

This material may be duplicated providing appropriate credit is given.

McKinney Engineering Library