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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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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...
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"Est." making a comeback
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.
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