pale ale (13. 050)

As our faithful chronicler informs, on this day in 1876, the red triangle logo of the Bass & Co became the first colophon to be logged under the 1875 Act to establish a Register of Trade Marks when it came into force on New Year’s Day—which according to company lore, had employees queuing outside bureau offices on New Year’s Eve to be the first—strange for a bank holiday and Public Domain Day, as a demonstration of the brewery’s pioneering prowess in international branding and marketing. The iconic logo, simple yet pervasive, has been featured in over forty works by Pablo Picasso from his Cubist period as well as more contemporarily in James Joyce’s Ulysses, Leopold Bloom noting the triangle in the “Oxen of the Sun” (The Cattle of Helios in the Odyssey) episode and in Édouard Manet’s final painting (see also) Un bar aux Folies Bergère with the beer bottles depicted instantly recognisable and their conspicuous presence interpreted as an allegorical expression of anti-German sentiment following the Franco-Prussian war. Further achievements accomplished under the logo include being among the first corporate sponsors, licensing for production by foreign distributors and the earliest export entrant into the Japanese beer market.