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148 THE CRISIS ADVERTISER A Dollar For Your Thoughts STANDARD LIFE INSURANCE COMPANY The tremendous advantage of an emblem distinctive of one's business and a catch phrase or slogan in its advertising has long been acknowledged. Tremendous sales campaigns have been built up around trade-marks. Who does not immediately recognize the little green pickle, and the phrase "57 Varieties," as indicative of the product of a particular house? Do you not know without any other wording just what is advertised by the phrases, "His Master's Voice," "There's A Reason," "No Metal Can Touch You," "Eventually, Why Not Now," and a host of others? Every well read person knows the name of the insurance company using the Gibraltar trade-mark, and the queer little ancient emblem on products of a certain biscuit company. The soft drink with the greatest sale in the world has a distinctive lettering for its name and a very useful little oil is readily recognized by its claims of "3 in 1." The above emblem, typical of double strength and holding powers, of safety and security in the time of greatest need, representing by the very proportions of its construction stability and dependability, has been designed as a trade-mark for STANDARD LIFE. Application has been made for registry under the Patent Laws of the United States to protect us in its use. We believe the double anchor is a new idea. We plan to make it as famous as a certain little fox terrier, or a celebrated old rock. We want a catch phrase to go with it, just a few words, the shorter and fewer the better, which will express tersely the service and strength of STANDARD LIFE. We want to pay you to help us find the right words. CONDITIONS The contest is open to anybody. Just send us your suggestion of an appropriate catch phrase which will embody the idea we wish to convey and send it in with your name and address. For the best such phrase with a suggestion as to how it may be used with the emblem we will pay $10.00 cash. For the second best suggestion of arrangement of a phrase and the emblem we will pay $5.00. For any idea that we can use in our advertisement we will pay $1.00 The officers of the Company will judge the contest. Every idea submitted will be given careful consideration and every idea available for use will be paid for. If you have read our advertisements on this page for the past three years you will understand what we mean. The wonderful growth and development of this Company, operated on the Old Line, Legal Reserve plan, capably and honestly managed by Colored people, its three-fold service to the race, of Protection, Employment and Investment, offer a wide appeal to your imagination. We want something as new and original as the emblem. Do not use hackneyed phrases. The contest will close January 15th and all answers should be in our hands by then. If possible, the winner will be announced in the March number of the CRISIS. Checks will be mailed immediately to the successful contestants. Send your suggestion early. Standard Life Insurance Company OLD LINE LEGAL RESERVE Home Office: Atlanta, Ga. BRANCHES IN NINE STATES. HEMAN E. PERRY, President. HARRY H. PACE, Secretary-Treasurer. Mention THE CRISIS THE CRISIS ADVERTISERS 149 MME. C. J. WALKER'S PREPARATIONS FOR THE HAIR SUPREME IN REPUTATION SOLD EVERYWHERE IN U.S.A. Start the New Year using "WALKERS" - A hair restorer and treatment of no regrets. Distinctive in its superiority. LELIA COLLEGE WALKER'S HAIR PARLOR Eastern Branch: 110 W. 136 St., New York City Home and Main Office, 640 N. West St. Indianapolis, Ind. [signature] Mme. C. J. Walker MENTION THE CRISIS
