SIGN OF INSPIRATION
As early as April 4, 1885, the red triangle was registered as „trade mark“ by the Apollinaris company for the distribution of mineral water in England. The English trademark law, at this point, had been in place for almost ten years. In Germany, the trademark was protected only a short while later in 1895. In both countries these trademark registrations are still valid.
The red Apollinaris triangle is not only one of the oldest, but until today also one of the most memorable trademarks for mineral water. 97% of all people living in Germany* associate the iconic symbol with Apollinaris. It stands for quality, cosmopolitanism, clarity, confidence and reliability. And with the launch of the new campaign, the icon among the trademarks – if it isn’t one already – will become a sign of inspiration as well. That’s thanks to a well-known and familiar gesture: Unconciously people in search of an idea are often forming a triangle with their hands – the gesture of inspiration. The sign of Apollinaris.
*Source: Apollinaris Brand Symbol Check, IPSOS Study, November 2010
