al-Negma tea ad, al-Kawakib 1940
American University in Cairo, Rare Books and Special Collections Library. al-Kawakib. RBSCL believes this item is in the public domain.
The pattern
This still is filed under Mark as compressed claim.
Define
The mark itself is the sentence: a monogram, a seal, a device that already means the claim.
Mechanism
Compression. Years of use, or a very sharp first use, load the device so it can appear without copy.
Verdict
The mark is already loaded, or we will spend to load it
Why it works
In a small box the name and the picture say the same thing: 'Star tea' sits above a star set in an ornate medallion, so the mark is easy to find again on a grocer's shelf. The merchant's own name, a square address and a phone number give it a real owner, and 'sold in all grocers across Egypt' answers where to buy it.
The big idea
A star drawn inside an ornate seal repeats the name Star Tea, so one picture tells a shopper which packet to ask for at any grocer in Egypt.
The offer
Star tea from El-Sayed Mohamed El-Toukhy, 3 Queen Farida Square, telephone 57764, sold in all grocery shops across Egypt.
The proof
A commercial register number, 3983 Cairo, printed under the box.
Lines from the ad
شاى النجمةStar tea
السيد محمد الطوخىEl-Sayed Mohamed El-Toukhy
يباع فى جميع محلات البقالة بالقطر المصرىSold in all grocery shops across Egypt
Steal this when
When your ad space is tiny and a mark that matches your name can carry recognition from the page to the shelf.
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