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.
Open Daily Till 5:30, Saturdays Till 5:00
Plenty of Easy Off-Street Parking
.ft
I3-5333J
Corner 6th and Fir Streets
We're always
happy to
cash your
' paycheckl
fiB yy DECAF PU llliEilC
oUIJr and Still Instant Coffee Ojv y2 Gal.-Reg. 37'
. v XX ENJOY GOOD 20 Jar 9Q
T WW SjW LENTEN MEALS : maxwell house coffee Pfev 75
'S I : Jm with .BETTER, foods from your Groceteria ; :L58f Two . $1" 4M W3 '
v M can My. : - . : ' -k -pound w ',ound, ' Cy- vS? SAVE Ue
Prunes "7 ,
Serve' Good. DADV A MIC P cfcBo.od O $1 1 PlUMS Ofl ft ' ' If A ' ;
Hot Soup i f : If MM I . VkHIll V 10 ounce cans... y can, Jumbo Size-2-lb. Bag Ull f$S ',' ifV
for Lunch ' (& )r CJII IIAII Golden Mist 0ft- Way W 'jfjl '
I RED SALMON alaska,, 89c date prunes 7Q tJJ
11 1 Extra Large Siie-2-lb. Bag f J l ' , A iCy ' "
rJHtSn CRAB MEAT ur DATE PRUNES Qftt gT J V
M vegeburger" 53 (tr) . O rtf i
If LomaLinda-14-oz.Can F thf I jf) JTx I ( yfrfS I
I PROTEENA 53 ll lyyAtWlAI
Loma Linda 20-oz. Can A j 1 lglii iSfL-r " i Crisp, Solid and Fresh-Large 24-Pack I
PIPER CUTS f VyVtepg H A Lettuce 10' ,
X& Loma Linda-24-oz. Can A A mB ySVwf ' f S 'J' Sf'X ,.r . w. II
FIG JUICE W jf - M- &J&f rTnpTrr Tc
FRANKS S&M ?ABBA?dE ' B '
KM . m . , JS?1 jf soupSf stews, salads or '
GRAVY QUIK 12 o a A AH W',; slaws! It's a good old standby! I J
package Lpgs. UC I Jf
rA 2 Pkas. r 1 rUAkir rs
Fresh Ocean . gf Large 140 size F A
The Finest Chicken 4 Ih, Ef IS B J A sa.ad so much better! if fg
Done to a Turn! 4 0 UlTUlil0it ... , jffrk .;
Barbecued f a TU aJMS California Dates JW fl ,
chicken . wr Jf; r 49Vr Jr Hfe
ISN. TILLAMOOK CHEESE JV' jlj
P'hf SSv Msehdarpm lb. 000'b and Grape UUja
Wif SUSO O" Open 'Til 9 P.M. Every
H TAKE ONE c TTT
U Ea. HOME TONIGHT! ....hegajiR.w
DON'T FORGET:
Your filed Thrifty
Green Stamp book
ii worth $2.00 at
Groceterial
Open Til 9 P.M. Every
Night of the Week!
LOTS OF FREE PARKING!