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About Medford mail tribune. (Medford, Or.) 1909-1989 | View Entire Issue (Feb. 20, 1961)
www i iiu i k. i -Iff , iv'Vi M i RECEIVES HEART Dr. Ralph Hibbs, left, president of Jackson County Heart council, presents plastic heart from Oregon. Heart association to Medford High School Prin cipal Lester Harris, as Joe Beatty, senior, and Ryder Berg, head of the high school science department, watch. The plastic heart model, twice the size of a human heart, is technically accurate in every detail. For use in the school's science department, it will be available as a visual aid for edu cational institutions and medical group meetings. Twenty counties in Oregon were chosen to receive the heart models by the Oregon Heart association. They are financed through a donation of $1,200 from the Rain bow Girls of Oregon. Mergers Force Many Firms Into New Era of Trademarks By HENRY J. BECHTOLD UPI Financial Editor . New York - IUPD - Mergers do not solve all the problems of the companies Involved. In fact, they even bring about some new problems. Mergers or acquisit ions make it diffi cult for the corporate look to keep up with the cor- - Henry Becntoid porate person ality. Through these deals many firms end up with many new product lines, which usually leave them with a host of weak or misleading trade marks without any unifying theme. New Symbol Needed Many firms are in such a different business than they were a few years back that the original corporate symbol no longer applies and maybe even the name of the com pany has to be changed. ,: For the above reasons, and because corporate images are playing an ever - increasing part in th fight for the con sumer's dollar, many com panies are plunging into a new area of trademark appli cation - the corporate identity system. Lippincott & Marg u 1 1 e s, Inc., New York industrial de signers, notes that "corporate identity" is a system in which all of the media under corpor ate control - packaging, signs, advertising and promotion; stationery and forms; build ings and equipment - are in tegrated through design into a consistent projection of the corporate image. Major Growth Factor The company said the grow ing demand for this kind of design work was a major fac- i tor in the 30 per cent growth of its overall design business the past year. While a company cannot really control its corporate image, since it consists of the sum total of impressions of a company among its many pub lics, it can control what these publics see, the industrial de signers said. If you are GE, USS, IBM. or Coca Cola, you have it made because these top cor porate symbols, coupled with well developed programs for their use, will bring consumer recognition in the 90 per cent range. But there are many firms that do not have a symbol, let alone a corporate identifica-1 tion system. ; Lippincott & Margulies said the great importance attached to the end results makes it im portant that the design of; corporate symbols be left up to the professional. I Quick Decisions It cited supermarkets as an example of the importance of "maximum identification." In these stores corporate marks and brand-marks are the "si lent salesmen" in the struggle for survival among a great variety of competitive brands. ; Buying decisions are made in split seconds and symbols with ; low visual appeal die very: quickly, according to Lippin-j cott. There also is the tremen dous competition among de sign forms. There are 10,000 diamond symbols kicking around, plus countless num bers of look - alike squares, torches, hexagons and other devices that have become shopworn in their imagery PYLE BIOGRAPHER DIES Washington - (LTD - Lee G. Miller, former managing edi-' tor of Scripps Howard News-, paper Alliance and biogra pher of the late Ernie Pyle, died Saturday of pneumonia ; at Washington hospital center, i job and no longer serve as meaningful symbols, accord ing to the firm. It said the prime requisites for symbols are to be genu inely distinctive, to be mem orable, to truly reflect the company's business, and to be recognizable in a flash. New trademarks are being registered at the U.S. Patent Office at the record rate of 1,500 a month. There now is a staggering total of 385,000 ac tive marks competing for con sumer attention, and the shop per is being hit by 1,500 mes sages per day. Lenten Message BY MSGR. FRANKLIN J. KENNEDY Editorial Manager Catholic Herald Citizen, Milwaukee (Written for UPI) When was the last time you turned your thoughts to God? You give attention and thought to income taxes and how they will be paid, to pleasing your wife, or hus band, children, boss and friends, to planning a vaca tion or retirement. But when was the last time you thought of God? Isn't it surprising that many of us who call ourselves Christian can go for hours, days, weeks and longer and then be startled by remem bering that we have forgot ten to think about God for such a length of time? God is our Father, our Creator; we are His children, His crea tures. From second to second, our life on this earth depends completely upon Him, who loves us with an unbounded love, Who desires to be close to us. Lent, a period of 40 days, is set aside by the Christian Church as a time of extra prayer and penance. Thus we prepare ourselves to share the joys of Easter - that great feast which proves our faith is not in vain. May each day of Lent find our minds turn ing to God and our actions pleasing to Him. MedfoimBSWTeibune SECTION B MEDFORD, OREGON, MONDAY, FEBRUARY 20. 1961 PAGES 1 to 8 Oregon Tech May Work on Military Research Projects Klamath Falls Oregon research projects to Oregon. Technical Institute here may The objectives will be to help work on research projects for military services. Representatives of Oregon's colleges and industries who are interested in doing re search work met recently in Portland with personnel from the Air Force, Army, and Navy Research and Develop ment Command at a meeting sponsored by the state depart ment of planning and develop ment. Procedures and tech niques for acquiring financial grants for Oregon's research organization were discussed. Jack Dogulass, administra tive dean, and Paul Meier, dean of educational services'" at Oregon Technical Institute, attended the meeting. Doug lass has been designated head of campus research at Oregon Tech. The meeting was actually a beginning of the activities of Oregon Research associates, a non-profit corporation or ganized by the advisors of the science, engineering, and new technologies committee of the department of planning and development. Member of Organization Dr. W. D. Purvine, director at Oregon Tech, is a member of the new organization which will work actively to bring secure large research and de velopmcnt contracts and to recommend the distribution of these contrats among Ore gon's college and industries. The purpose of ORA will be to unite the resources of Oregon's solidly - established educational institutions and industrial firms into research teams for broad scope re search and development. ORA's center facility is cur rently located in the state of fice building in Portland. Through its associates it can draw upon a total of 750 pro fessional personnel and some 10,000 technical employees to form industry-academic teams which combine state-of-the- Medford Student Elected to Post Corvullis Ailene D. Web er of Medford has been elect ed to one of the top coed leadership positions for the coming year at Oregon Stale college. She will be treasurer of the Home Economics club on campus. Miss Weber is a junior in the school of home economics this year. Her home address is 2009 Suzanne ave. The new coed leaders will lake office at the beginning of jpring term in April. OREGON IS THIRD Portland-ilTII-Thc National Education association has list ed Oregon third in academic achievement. An announce nif't by the Oregon Education department said Oregon Hbi been among the top threa States for several years rank ed to compare the quality of education received by stu dents throughout the nation. .We'll give you WEEKEND WONDER KIT art knowledge with industrial application. The three types of research required are basic, applied, and developmental. The later two types are specifically adaptable to Oregon Tech's type of educational program and the qualifications of its instructional personnel. ANY MAIL FROM BARKER'S ? . ":-ff 'Rm .-.,.wv... h t--.i,. JJ ceiling installation kit when you buy an Armstrong ceiling To be a Weekend Wonder, you need a Weekend Wonder Kit. And her it is. Free! It contains a ceiling tile knife, 6' steel tape, instruction book, chalk and chalk line, and handy Weekend Wonder apron. Get yours free when you select your ceiling from our display of fourteen high-style Armstrong ceilings. 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