As you stand in front of the cold-box full of beer you either know exactly what you are looking for and, after a brief search the familiar logo draws you to your target. Should you have the inclination to scan the available products that are available the most common reactions are either confusion or, similar to our single-minded friend mentioned above, the attractive power of a familiar brand logo.

None of this is lost on the folks responsible for developing the beer labels and logos. The goal of those folks is to create, nurture, and bask in the popularity of the perfect iconic brand emblem. I offer the example of the first registered trade mark, a bright red triangle iconic logo licensed by the Bass Brewing Company, operating in the United Kingdom. The Bass Red Triangle was the first trademark to be registered under the UK’s Trade Mark Registration Act 1875. (“IPO trade mark 1”.