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"Est." can serve two functions
Today, "Est." can serve the function of trademarks in one of two ways.
- The strongest selling point remains the marking of a business's longevity as a proxy of its legitimacy.
- The other function of "Est." is to evoke nostalgia. The reason for it is the appearance of antiquity.
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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.
Before using corporate logos became common practice, newspaper advertising was mostly typographic with a limited amount of typefaces available.
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