The man who created the slogan 'Ithaca Is Gorges' never trademarked it, viewing it instead as a gift to his hometown.

The iconic 'I Heart NY' logo was originally designed in the back of a cab.

Writer Washington Irving was the first to call New York City 'Gotham,' referencing an Anglo-Saxon word for a village of fools.

Googie architecture, a cousin of mid-century modernism, was a popular style for American roadside attractions.

Philadelphia's Cornbread claims to be the first modern graffiti artist

Darryl McCray began writing his nickname, "Cornbread," across his hometown of Philadelphia in the 1960s. That style was a way of posting a personalized signature across neighborhoods and would become known as "tagging." In time, that style spread to New York, where it took off among other young people.

According to its creators, Virginia's famous tourism slogan, 'Virginia Is for Lovers,' contains no salacious or subtle messages.

In one of Ogilvy’s most well-known ads, he put an eyepatch on the ad’s star for ‘story appeal’

A 1951 campaign for men’s clothing brand Hathaway’s shirts featuring a distinguished man … wearing an eyepatch. Ogilvy has said he added it for “story appeal,” the idea that an ad should make viewers want to know the full story. The campaign ran for more than a decade. Ogilvy explains story appeal and more of his creative principles in this video.

In 2018, a graffiti artist sued HBO for including their work in one of the network's shows

An episode of the HBO show "Vinyl" featured a scene with a woman walking down a New York street and passing by a dumpster tagged by graffiti artist Itoffee Gayle. Gayle filed suit against the network, despite not owning the dumpster, claiming that the network had violated his copyright and trademark rights by including his work in the show without his permission. The court sided with HBO, saying that Gayle's claims "bordered on frivolous."

'The consumer isn't a moron, she's your wife' is among David Ogilvy's most memorable pieces of advertising advice.

Mid-century modern graphic designers like Milton Glaser and Eric Carle found success with children's books

Glaser was famous for creating the "I Heart NY" logo, the DC Comics logo, and an iconic Bob Dylan poster for CBS Records, but he naturally transitioned to illustrating children's books like "The Smallest Elephant in the World" and "If Apples had Teeth." Carle, author of "The Very Hungry Caterpillar" and "Brown Bear, Brown Bear, What Do You See?," began his career in advertising. Scholars say mid-century modern's preference for clean lines and bold colors was a natural fit for kids' books.

How 'Don't leave home without it' became the American Express tagline

The tagline was created by legendary New York advertising firm Ogilvy & Mather. Its first commercial was fronted by Karl Malden, famous for his role in the TV show "The Streets of San Francisco." The slogan was originally designed for American Express traveler's cheques, but was revived for the company's credit cards. (Some users may experience a paywall.)

A popular tag in World War II announced 'Kilroy was here'

The graffito appeared seemingly everywhere throughout the 1940s and followed a similar pattern: A man with an oversized nose peering over a ledge, with the phrase written below it. Scholars believe it was an American form of similar tags that appeared in Australia and England, making "Kilroy" a meme long before the word had entered the lexicon.

David Ogilvy—one of history's most famous and influential advertising executives—wrote multiple books, including 'Ogilvy on Advertising,' a career memoir full of his favorite copywriting advice.

Explore a list of trademarked phrases

Trademarks can extend to phrases and slogans when the words become brand identifiers. Some phrases that have been trademarked are famed boxing announcer Michael Buffer's "Let's get ready to rumble!" and reality television star Paris Hilton's "That's hot."

'Genericide:' Learn how too much brand awareness can hurt a company's trademark

When a brand becomes so popular that consumers regularly call the product by the brand name like a noun or verb, that trademark becomes generic because consumers no longer associate a specific brand with a certain product. A generic product can hurt a company's right to trademark or even cause companies to lose it. (Some users may experience a paywall.)

John Steinbeck often drew a pig with wings next to his signature, a character he affectionately called 'Pigasus.'

“Dotting the i” in Script Ohio is one of college football’s most famous band traditions

Performed by The Ohio State University Marching Band since 1936, Script Ohio culminates with a sousaphone player ceremonially dotting the “i”—a revered honor that’s become an iconic symbol of Buckeye football Saturdays.

Touching Howard’s Rock is Clemson football’s iconic pregame ritual

Since the 1960s, Clemson players have rubbed Howard’s Rock—a rock that was gifted to Clemson by Death Valley, California—before running down the Hill into Memorial Stadium.

The Coen brothers imagined 'O Brother Where Art Thou?' as a retelling of 'The Odyssey,' though neither had actually read Homer's epic.

Steve Jobs introduced Apple’s 'Think Different' marketing campaign

Jobs introduced the now-iconic “Think Different” marketing campaign. It won numerous awards, symbolized Apple’s new era under Jobs, and showed off his understanding of branding.

David Ogilvy’s brother helped get him into the advertising business

Ogilvy sent a copy of his stove sales manual, "The Theory and Practice of Selling the AGA Cooker" (which Fortune magazine later called "probably the best sales manual ever written”) to his brother, who was working at London ad agency Mather & Crowther at the time.

Raymond Pettibon designed Black Flag's iconic logo

Pettibon’s brother, Greg Ginn, was the guitarist for a new band in search of a logo. Pettibon delivered an image that would become one of the defining icons of punk: four black bars, meant to symbolize a waving flag.

David Ogilvy once worked for the man who created the Gallup Poll

In 1938, when Ogilvy came to the United States, he started working for George Gallup’s Audience Research Institute in New Jersey. He took his learnings with him through the rest of his career, including during World War II, when Ogilvy worked with the Intelligence Service at the British Embassy in Washington.

Throughout the 1980s, the Times Square ball was a giant apple

From 1981 to 1988, the sparkling ball was replaced by a “big apple” to promote the city’s “I Love New York” tourism campaign. This broadcast is from the apple’s first year, where one announcer proclaims, “It’s great! It’s beautiful!”

Basquiat's crown motif acts as an artistic signature

While tagging graffiti across New York, Basquiat began to appreciate the power of repetition and branding, especially while establishing mystique through his “SAMO” tag. Some art critics argue that his crown motif serves a similar purpose, enabling viewers to recognize his work immediately.

Woody Guthrie emblazoned 'This machine kills fascists' on his guitar, a phrase he borrowed from war machinery.

A gallery of New York cats alongside their feline reflections

Comedian Jim Tews began capturing photos of cats from the Big Apple in 2014 as a joke mimicking the highly popular site "Humans of New York," which captured random New Yorkers accompanied by their quotes. The site grew in popularity and Tews...

In Iowa, Flannery O'Connor decided to pursue creative writing

O’Connor enrolled in a master’s program in journalism at the University of Iowa, intending to pursue political cartooning, but quickly switched to creative writing. Her thesis was a collection of stories called “The Geranium.” The title story was eventually her first published piece.

The 'Looney Tunes' character Wile E Coyote was inspired by Mark Twain's description of the animal in his 1872 memoir.

Frisbee, Jet Ski, and Dumpster—explore a list of words you might not realize are trademarked

Many products that have become household names started out as first-of-a-kind items. As those products grew in popularity, the brand name became the default name for the product.

August A. Busch, Sr. was gifted a six-horse Clydesdale hitch to celebrate Prohibition’s end

This helped reveal the marketing power of a horse-drawn beer wagon, so it invested in a second six-horse Clydesdale hitch. The Clydesdales soon went to New York, where they drew a crowd of thousands en route to the Empire State Building. Anheuser-Busch even gifted a case of Budweiser to New York Governor Alfred E. Smith in thanks for his help in the fight against Prohibition.

Norman Rockwell's 'Freedom of Speech' has become an internet meme

The famous painting, which portrays a man in work clothes speaking up in a crowd of men in suits, has become a companion image for internet users posting unpopular or controversial opinions. (Some users may experience a paywall.)

New York mayor Ed Koch railed against graffiti in the '70s and '80s

Koch was outspoken in his hatred of the form and, during his three terms, launched an anti-graffiti campaign with the help of several New York celebrities. This 1984 BBC report documents some of the scorn graffiti artists had attracted, including from Grace Glueck, the New York Times' art critic, who said, "I don't consider it an art form on canvas at all."

Mark Twain coined the phrase 'The Gilded Age'

The writer's 1873 book "The Gilded Age: A Tale of Today" (cowritten with newspaper editor Charles Dudley Warner) satirized the speculative investing and greed that took place following the Civil War. That era is now known as the Gilded Age, a term derived from the novel. (Some readers may experience a paywall.)

Comedian Nathan Fielder opened a store called 'Dumb Starbucks,' which was protected by US parody law.

Conan's 2000 commencement speech offers comfort and humor to young Harvard graduates

In the spring of 2000, famous late-night talk show host and comedian Conan O'Brien gave a hilarious, thoughtful speech to the graduating class at Harvard, where he graduated from in 1985. He warns that once adult life begins, any stupid mistakes made by a Harvard grad will be severely mocked. He also recounts his post-grad failures and how important they were in his success. The speech has been noted ever since as a classic example of both wisdom and foolishness.

The story behind one iconic meme

The 2012 post titled "Just a book owners smile" shows 11-year-old Maggie Goldenberger—resplendent in her braces, pigtails, and treasure map-like vest—holding a trio of Goosebumps books and grinning wildly at the camera. Another user quickly captioned it, "GERSBERMS. MAH FRAVRIT BERKS."

The dot-com stock bubble taught Howard Marks about markets

Annual investment letters from Howard Marks, the billionaire cofounder of top distressed debt shop Oaktree Capital Management, are required reading on Wall Street. The prolific writer and investor explains the distinction between the folly of trying to time the market and the necessity of paying attention to market cycles. The difference makes all the difference in returns.

After the death of jazz legend Charlie Parker, Beat Generation poet and artist Ted Joans adorned New York's walls with some of its earliest graffiti that read 'Bird lives!'

Painter Wayne Thiebaud's portraits of 20th-century Americana are often called 'pop art,' the kitschy movement associated with Andy Warhol that focused on commercialism and everyday objects, but Thiebaud disliked the term and the movement.

B-movie king Roger Corman mentored many of the star directors of 1970s Hollywood, including Francis Ford Coppola, Martin Scorsese, and Ron Howard.

William HH Murray spurred American interest in rustic retreats, characterizing them as necessary respites from the country's oppressive urban centers.

Nike is one of the world's most recognizable brands, partly due to its 'swoosh' logo.

Before using his own name, Jean-Michel Basquiat tagged his graffiti as SAMO

In the late '70s, Basquiat, alongside Al Diaz, began tagging downtown New York with the name "SAMO©," usually followed by a phrase criticizing the art establishment. The tag became notorious in the New York art scene, and Basquiat eventually revealed he was behind it.

Comedic roasts, an ironic inversion of toasting, took off in the 20th century

Ribbing amongst friends likely goes back to the dawn of man, but formalizing the act caught on with fundraisers held by the Friar’s Club, a New York organization for theater agents. Rather than raising their glasses to good fortune and health, comics eviscerate an “honoree”—along with everyone else on stage—though they usually conclude with an earnest toast.

'Keep Calm and Carry On' was long-forgotten World War II propaganda

The British Ministry of Information developed the stoic phrase ahead of German attacks at the start of World War II in 1939. It was never officially released on posters and then lay dormant until 2000, when one of the remaining posters was discovered at a bookstore in the UK. It has since been adapted into countless memes.

'Johnny Appleseed' was the itinerant horticulturalist John Chapman

Born in 1774 in Massachusetts, Chapman planted apple orchards for pioneers across Pennsylvania, Ohio, and Indiana, to be sold to locals to produce hard cider. He became famous through a 'Harper's Weekly' profile in the late 1800s, cultivating the modern legend.

YC was partly inspired by an investor named Julian Weber

Y Combinator Cofounder Paul Graham’s former professor’s husband Julian Weber provided $10K in seed funding to Graham’s previous startup, Viaweb in its early days. In exchange, Weber received 10% of the company. Weber’s involvement inspired Graham to start a program where investors were more involved with the companies they contributed seed funding to.

Trader Joe's hired a college student to advise on health food lingo

The grocer jumped into the 1970s health food movement by selling granola, fresh juice, nuts, and raw milk. Joe Coulombe, the company’s founder and namesake, hired “a young hippie woman” from the University of California at Santa Cruz to teach employees the language of the health food movement to properly label their products.

'Early to bed, early to rise, work like hell, and advertise.'

- Ted Turner, on his secret to success (1938-2026)

The company building Irish pubs across the globe

The Irish Pub Company is a Dublin-based business specializing in designing Irish pubs around the world. The outfit has created over 2,000 custom Irish pubs in over 100 countries, each with its own distinctive flair incorporating essential features of the classic Irish pub. Read about the founders and their clients here.