Page:Cyclopedia of Puzzles by Samuel Loyd.pdf/31

FEW PEOPLE HAVE any idea of the amount of brain energy devoted to the production or selection of names of trademarks. It is a common occurence to see offers of from $100 to $1,000 for an attractive name for some proprietary article which a manufacturer proposes to put on the market. Shakespeare did not realize that a "taking" name is more than half the battle when he wrote: "What's in a name?"

In my time I have designed quite a number of the well-known brands and trademarks, but as I am out of the business at present, I offer some suggestive tips to such of my puzzle friends as may wish to think up some bright ideas suitable for the grocery trade. The sketch shows an interior view of Brown's grocery store well stocked with the usual Assortment of goods peculiar to the grocery line, the names of which you are to guess from the twenty- seven rebus pictures supposed to represent the grocery labels of Puzzleland.

Once upon a time I designed the following puzzle for a prominent tea house, who made it so famous throughout the world as a trademark that it was soon imitated by rival firms in the same business. Law suits followed during which I was called into court to prove that none of the litigants know the correct answer to the puzzle! Can you solve it?

Charades or rebuses, as shown in the accompanying illustrations per- tain to a popular and interesting class of elementary puzzles, which offer scope for ingenuity and clever- ness. Any one can make them, and as we all love to guess the witty In- terpretations of these picture pro- blems, they will always form an important introduction and easy stepping stone to the higher class of problems, which belong to the field of mental gymnastics.

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