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.