The oldest logo in the world: between history and design
The academic discussion about which deserves the title of the longest-lasting logo continues to generate controversy among specialists. Although many mention Stella Artois as a reference, historical reality reveals much more ancestral examples that rethink the very concept of commercial visual identity 🏺
The legal pioneer: the Bass triangle
Documentary records point to the iconic red triangle of the Bass brewery as the first case of a registered trademark with legal protection in 1876. This icon not only remains in use, but established a fundamental precedent in the history of contemporary branding. However, by expanding the definition beyond the legal, we discover millennial identification systems that fulfilled equivalent functions.
Key historical examples:- Greek potters' marks that authenticated their authorship
- Mesopotamian seals with commercial and administrative functions
- Symbols on Roman coins representing official workshops
"The human need to mark belonging and origin precedes any legislation on intellectual property" - Analysis by design historians
Precedents in ancient civilizations
Egyptians, Romans, and medieval people developed sophisticated identification systems where engraved symbols functioned as authentication mechanisms. Medieval craft guilds perfected this concept through marks that guaranteed quality and origin, laying the technical foundations of modern branding.
Evolution of identification systems:- Imperial coins with rulers' effigies
- Royal seals for official documentation
- Guild marks on artisanal products
Contemporary reflection
It is fascinating to contrast current 3D design tools with ancestral clay engraving techniques. The communicative essence remains identical, demonstrating that visual identity responds to timeless human needs, although the means have evolved from the chisel to computational shaders ⚱️