Rushden Research Group: John White

John White - Signature

Rushden Echo, 13th February 1948, transcribed by Kay Collins

trademark Firm Buy Signature - £20,000
“The Company has acquired a very valuable asset”, said an official of Messrs. John White Ltd., commenting on the news – made known through the directors’ annual report – that the firm has purchased the right to use in perpetuity the signature of its founder and chairman.

Now widely known as the company’s trade mark, the signature is understood to have been purchased for £20,400. It is known to boot and shoe buyers in many parts of the world, but was Mr. White’s personal property until the directors decided to safeguard themselves as to its future use as a trade mark.

For business purposes alone, it is estimated, Mr. White appends the £20,000 signature five or six thousand times in a year.


	This shoe came complete with wooden last. The last has a label showing that style number KB 65.00 was made from Real Calf leather and has the initials JW and the John White signature trademark.
The style numbers of the John White range all had the KB prefix, and was the reminder a "keep believing" which was the title of a history of the shoemaker and the company he founded. The black label on the shoe above has a description of how the Goodyear Welted shoe was made, and how to care for the shoes. Photographed courtesy of Rushden Museum

The advert for display in retail outlets

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