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

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.

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.

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 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.

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.

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.

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.

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."

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!”

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.

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.

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.

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.

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.

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.

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.

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...

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.

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.

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.

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."

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.

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 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."

Ramones, Talking Heads, Television, Blondie, and many other bands got their start at CBGB. But its owner, Hillel “Hilly” Kristal, didn’t intend for it to be a punk rock venue. CBGB stood for “Country Bluegrass Blues,” though he included “OMFUG” (for “Other Music For Uplifting Gourmandizers”) on the venue’s marquee.

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.

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.

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.

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.

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.

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.

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

During Carter's 1976 presidential campaign, his brother, Billy Carter, became a sideshow attraction as a country bumpkin. The Louisville-based Falls City Brewing Company decided to capitalize on the attention and hired Carter has a brand ambassador to promote his own "Billy Beer." What followed was a strange, suspicious bit of guerilla marketing and hucksterism, all of it documented in this Mental Floss retrospective.