Known as the original brewery to produce pale ale, Bass is one of the most recognisable beer brands in the UK. But did you know that their iconic, yet simple, red logo is also the oldest known trademark in the UK?
It is reported that Bass beer was first brewed up in 1777 by William Bass in Burton-upon-Trent, England. At one time, Bass beer was the highest selling beer in the UK and by 1877, Bass had become the largest brewery in the world.
On New Year’s Eve in December 1875, a Bass employee was sent to queue up at the registrar’s office. The reason? He was tasked with making sure that Bass would be the first company to take advantage of the new Trade Marks Registration Act that was to come into force the following morning.
In a clear case of the early bird catching the worm, the Bass logo became Britain’s oldest and most significant trademark. This forward thinking by William Bass, propelled the company’s marketing power to new heights and helped to transform Bass into the largest brewery in the world, with an annual output of 1.5 million barrels of beer.
Bottles of Bass with the famous logo have appeared in art and literature, including painting by Pablo Picasso. The above example is an 1881 painting by Manet with the famous red triangle very apparent on the bar.
Why It Still Matters Today
Bass’s early decision to register a trademark shows that brand protection has always been a smart business move. More than a century later, the same principle still applies. Brand name registration remains one of the most effective ways to protect what you have built and avoid costly legal problems in the future.
Ready to protect your brand like Bass did?
We will make sure your trademark is registered properly and built to last. Get in touch today to secure your brand and protect your business identity.
Questions about this
What is the UK’s oldest registered trademark?
The red triangle logo of the Bass brewery is known as the oldest trademark in the UK. On New Year’s Eve 1875 a Bass employee was sent to queue at the registrar’s office so the company would be the first to use the new Trade Marks Registration Act when it came into force the following morning. The logo became Britain’s oldest and one of its most significant trademarks.
Answered by Saad Ashraf, Marketing ManagerWhy did registering early help Bass build its brand?
Being first to register gave Bass legal ownership of its logo at the very start of the UK trademark system. That forward thinking helped strengthen its marketing, and Bass went on to become the largest brewery in the world, with its logo appearing in art and literature, including an 1881 painting by Manet. The lesson for any business is that securing the brand early protects everything built on it afterwards.
Answered by Saad Ashraf, Marketing ManagerIs registering a brand name still worthwhile for businesses today?
Yes. The principle behind Bass’s early registration still applies more than a century later. Registering a brand name remains one of the most effective ways to protect what a business has built and to avoid costly legal problems in the future. The UK works on a first-to-file basis, so registering early means the business owns its name on the register rather than having to argue about who used it first.
Answered by Saad Ashraf, Marketing Manager
