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At the Regarding pain/t/hing lecture, several images were shown of the Sherwin-Williams Paints (SWP) sky-spill logo
and their mission statement COVER THE EARTH. On Friday, June 23, 1905, a U.S. federal trademark registration was filed for COVER THE EARTH by SWIMC, INC., Newark 197150657. The USPTO has given the COVER THE EARTH trademark serial number of 71008851. The current federal status of this trademark filing is REGISTERED AND RENEWED. The correspondent listed for COVER THE EARTH is ROBERT E. MCDONALD of THE SHERWIN-WILLIAMS COMPANY, 1100 MIDLAND BLDG.-LEGAL DEPT., 101 PROSPECT AVE., N.W. CLEVELAND, OH 44115-1075 . The COVER THE EARTH trademark is filed in the category of Paper Goods and Printed Material . The description provided to the USPTO for COVER THE EARTH is MIXED PAINTS, PAINTERS' COLORS, STAINS, AND OILS.From Cleveland, Ohio, here's the company flag, embroidered both sides.
image courtesy FIAPCE Archive
Here's an addendum to that. New to the archive, this undated envelope of Geo. D Wetherill & Co. Inc. promoting their ATLAS READY MIXED PAINT (Warranted To Give Satisfaction) as used by an agent, Taber Motor Co. Inc., CATO, N.Y.
click image to enlarge
As best we can discover, this logo was registered in 1926, twenty years after that of Sherwin-Williams (1906).
It's like a behind-the-scenes exposé of the Sherwin-Williams logo's support system. How is The Earth suspended there? Aha, it's Atlas! And how is that SWP paint can suspended and a'pourin thus? Aha, Angels! Good Angels or Fallen Angels? Cherubim (God Made The World) or putti (Devil Rules.OK)?
The white winged-ones apply their (white) paint - WE MUST COVER THE EARTH WITH ATLAS PAINT they say - as poor Atlas balances the Globe to lower his arms and hitch-up yet again his saggy old underpants. Ah, COVER ME COCK! he grumbles to himself.
click image to enlarge
detail
A Person Looks At A Work Of Art/
someone looks at something ...
LOGOS/HA HA