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Trademarks and Logos
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Brand label, California Packing Corporation, February 18, 1925.One of the first companies to firmly latch onto a logo was the California Packing Corporation (or CalPak), which began promoting its feature brand, Del Monte, in the 1910’s. The Del Monte shield had been created for the small high-quality brand sold by the California Fruit Canners Association before it became part of CalPak. Muirson Label Company produced many of the labels for the Del Monte line. Within a few years, it became clear that consumers associated the shield with a high-quality product, and CalPak then attached it to all of its products (and later changed the company name to Del Monte). This close identification of brand with image prompted a new way of approaching consumers and their buying habits. In the next few decades, marketing consultants promoted trademarks (or logos) as one of the most important components of brand-identity and corporate success.
