Deering Milliken, the textile manufacturer renamed Milliken & Company in 1976, used a geometric “industrial M” symbol from 1970 until 2011, when the company introduced a handwritten wordmark based on the signature of its late chairman Roger Milliken.[1][2]
Design and History
The “industrial M” symbol was designed in 1970 by Lefkowith Inc., a New York graphic design firm founded by Edwin Lefkowith, according to the reference book American Trademark Designs.[3] Lefkowith Inc. also counted City Investing, Hanes Corporation and Pathmark Supermarkets among its clients.[4]
The MILLIKEN wordmark was registered as a trademark on January 19, 1970, by Deering Milliken, Inc., and registered on August 18, 1970.[5] The company’s corporate identity guide described the wordmark as “created as a graphic to complement the industrial M symbol,” noting that the typeface becomes art and should not be re-typed or substituted.[6]
In April 2011, Milliken & Company unveiled a new brand identity, its first new logo in 40 years.[7] The new logo was based on the signature of Roger Milliken, who became the company’s president in 1947 and served as chairman and CEO from 1983 until 2006.[2] The identity work was done with the help of Salt Branding.[8]
Meaning and Symbolism
According to Milliken’s president and CEO at the time, Dr. Joe Salley, the 2011 logo “represents not only the community of innovators at Milliken, but also the man who built the company into what it is today.” Salley described the logo as “simple, playful, bold, and signals our commitment to excellence, leadership, and ethics.”[2] The company stated the new identity was meant to reflect “the vibrancy and creativity of the organization.”[9]
The earlier “industrial M” symbol was described by design commentary as carrying “enough character and impact” and standing for quality in textile manufacturing.[8][10]
Typography and Design
Milliken’s corporate identity guide specified that the MILLIKEN wordmark was designed as a graphic element to accompany the industrial M symbol, and that the typeface should not be re-created or substituted with another font.[6] The guide also noted that the industrial M symbol should extend just above and just below the top and bottom edges of the wordmark.[6]
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