The Seal Of Cotton Is Recognized And Respected In The Marketplace
• By Stacey Warren,
Warren, Arkanssa •
Warren, Arkansas
Let’s talk about logos. What is the value of a good trademark? Well, when it comes to the Seal of Cotton trademark, the value is pretty significant. In fact, more than eight out of 10 consumers are aware of the seal. That’s more than any other fiber-related logo today.
But where does the seal come from, and who owns it? The Seal of Cotton trademark is owned by Cotton Incorporated. The organization created it with checkoff funds paid by America’s cotton producers and importers into the Cotton Research and Promotion Program.
The initial idea for designing a cotton trademark came in 1971 when Dukes Wooters, Cotton Incorporated’s first president, wanted a symbol that would convert cotton from a commonplace agricultural commodity into an identifiable consumer brand.
The logo, known as the Seal of Cotton, was created in 1973 by San Francisco-based creative agency Landor Associates, who also designed Levi Strauss & Co.’s patch and Coca-Cola’s trademark.
Today, 94% of consumers say the seal helps them easily identify cotton products, and 85% say they associate it with softness, comfort, natural and durability.
Cotton In The Spotlight
There are no royalty fees required for brands and retailers to use the Seal of Cotton trademark on their products. However, there is one essential requirement — the product must contain cotton. In fact, Cotton Incorporated has an entire team dedicated to making sure the Seal of Cotton trademark is used correctly and in accordance with qualifying guidelines.
“We are proud to offer brands and retailers the opportunity to leverage the visibility of and positive connections to the Seal of Cotton trademark,” says Kim Kitchings, Cotton Incorporated’s senior vice president of consumer marketing. “At Cotton Incorporated, our mission is to promote the use of and desire for all things cotton.
“We want everyone to care about the clothes, sheets, towels and personal hygiene products made from the fabric we love. By calling attention to cotton, through the Seal of Cotton trademark, brands and retailers can tell a story consumers identify with, in addition to aligning with the perceptions of quality and trust that are associated with cotton.”
Value Of The Seal
More than 75% of consumers say brands using the Seal of Cotton trademark help them make an informed purchase decision and their shopping experience easier. Consumers expect quality in the apparel and home fashions they purchase. The Seal of Cotton ensures that the cotton products they purchase will meet those expectations.
The creation of the Seal of Cotton trademark is just one of the many ways Cotton Incorporated has worked relentlessly over the course of the past 50 years to educate consumers about the benefits of cotton and increase demand for cotton and cotton products. You grow the cotton. The Cotton Research and Promotion Program helps grow the value.
The data referenced in this story is from Cotton Incorporated’s Lifestyle Monitor Survey and 2016 Seal of Cotton Survey.
The data referenced in this story is from Cotton Incorporated’s Lifestyle Monitor Survey and 2016 Seal of Cotton Survey.
Gorman is The Cotton Board’s director of communications. Contact her at sgorman@cottonboard.org.