290 



MANAGEMENT or DAIRY PLANTS 



trade-mark chosen against all infringement. That may not be 

 so important to the smaller creamery with merely local trade, 

 but it is highly important to the larger concern. Eighth, it 

 should be permanent. It costs too much to estabUsh a trade- 

 mark to abandon it for a new one. 

 Trade-marks are made up mainly of materials which have 



Fig. 36. — A well designed trade mark. 



been classified in four groups: Pictures, words, syllables, or dis- 

 connected groups of letters. 



Careful tests indicate that pictures rank first as to the ease 

 with which they are recognized and the accuracy with which 

 they are recalled; forms second, words third, and syllables 

 fourth. While pictures have this advantage in tests, yet they 

 are not satisfactorily reproduced in all advertising matter and 

 on all packages. Moreover, their satisfactory reproduction 



