The history of "Est." - Deepstash
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The history of "Est."

Before using corporate logos became common practice, newspaper advertising was mostly typographic with a limited amount of typefaces available.

One way companies could communicate a positive vibe about themselves was to attach an "Est." followed by the year the company started. This showed that the firm was trustworthy and not some fly-by-night company. However, over time, it became unfashionable as it gave the impression of stodginess. The use of "Est." bottomed out in the 1970s.


Logos stating the year that a company was founded are gaining increasing popularity. The aesthetic "Est." appears in trademarks 17 times more in 2020 than in 1980.

Today, "Est." can serve the function of trademarks in one of two ways.

  1. The strongest selling point remains the marking of a business's longevity as a proxy of its legitimacy.
  2. The other function of "Est." is to evoke nostalgia. The reason for it is ...

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The idea of property protection has been around since the early 500 BCE in Greece. Their chefs were granted year-long exclusive rights for creating specific cuisines.

Now, the goal of intellectual property protection has stayed the same, which is to

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