Trade mark of Jan Both
The pattern
This still is filed under Keepable trade card.
Define
A small card people keep (pretty, useful, or collectible) that carries the brand after the encounter.
Mechanism
Retention object. The gift is the media. Recall is paid for by usefulness or delight, not by repetition.
Verdict
We can put a physical or digital keepable in someone's pocket and they will not throw it away.
Why it works
This is a logo before logos: four independent identifiers, city, house sign, monogram and trade, are fixed in one image so the merchant can be recognised by people who cannot read a word of it. Reading order is engineered purely by scale and position, from the civic arms down through the sign device to the name on the ribbon at the foot, which is the same hierarchy a letterhead still uses. The oval wreath isolates the whole assembly so it can be reused on paper, packing and shop sign without redrawing. The quayside vignette is an early category cue, telling you what he deals in without naming a single product.
Steal this when
Use this construction when a mark has to carry provenance as well as a name, a city, a family, a house, and the audience cannot be assumed to read. Lock the parts inside one frame so the whole assembly travels as a single unit across every surface.