Article - Distinctive Branding and Branded Gazebos
08 Apr 2021
Forerunners of Today’s Distinctive Branding and Branded Gazebos
When you visit an expo, stall, indoor or outdoor promotional event or seek out a cool, shady spot at an outdoor sponsored occasion and you see one of the brightly branded gazebos, supplied and custom-branded by XCO Group, it’s almost impossible to imagine how far both branding and the gazebo have evolved, or for how long the practice of affixing personalised markings truly has taken place.
Some may say that there is nothing new on earth. Others say that those making such claims are “cynics” and “sceptics”. Whatever your views, we at XCO Group, value the opportunity to occasionally share snippets that refer to the origins of and influences on the varieties of corporate products in our extensive collections of wholesale, branded and branding corporate solutions.
The 1500s
The modern practice of branding (on gazebos and almost all other consumer products), as we know it today, dates back to the 1500s. During this time, people who owned cattle began marking their herds with a unique emblem that distinguished one owner’s cattle from the herds that belonged to others.
An emblem, mark or brand thus indicated and proved ownership, since each cattleman also claimed ownership over and exclusive use of his own unique mark. The initial tool used to mark an animal consisted of a red-hot section of burning wood, which later became a heated metal implement.
This early practice was indeed very different from the 21st century, state-of-the-art, custom-branding solutions, as offered by brand customisation specialist companies like Pretoria’s XCO Group, our company which utilises embroidery, silkscreen and digital printing techniques – plus numerous additional brand-building solutions.
However, the known history of insignia-bearing goods and gazebos can be traced to many millennia before the advent of the 16th century, albeit without any direct connection between them during those distant times. In fact, the very earliest reference to a distinguishing mark, unrelated to gazebos, is as old as time itself; it is biblical – the mark of Cain, put upon him by the Lord, after Cain killed his brother, Abel.
Links to the Ancients
In ancient Egypt, tombs, burial chambers, sarcophagi and monuments were adorned with cartouches, which indicated the name of the structure’s occupant, the mummy of an important person or the ruling pharaoh/notable personage.
Although there is some difference of opinion about whether King Tutankhamun’s famous gold death mask was initially intended for someone else, instead of King Tut, it is nevertheless the king’s cartouche – his brand - that appears inscribed on this priceless relic.
During ancient times, stoppered amphorae, containing wine, oils, fragrant spices and grains, were used to transport these substances safely, without spillage. By marking or personalising these vessels, the producer and supplier of an amphora’s contents was able to “advertise” his wares, and/or indicate the product’s origin or his pride in linking his name to the goods and produce.
Gazebos in Ancient Gardens
According to one source, the ancient Egyptians, always mindful of the Nile and the availability of a steady supply of water on which they depended, built some of the earliest known gazebos, usually near a ready source of fresh water. There, in and around the gazebo, some 5 000 years ago, they cultivated vines and other food-producing plant species.
Greek and Roman Gazebos
Almost no historical perspective would be complete without including the ancient Greeks and Romans, who had been exposed to and were influenced by Egyptian culture during their respective dominions over Egypt. The former occupied Egypt for about 300 years; the latter ruled there for approximately twice as long. Both nations would certainly have come across gazebos near or along the banks of the River Nile.
The Greeks were well-known for their beautiful architecture, which was much-admired and copied by the Romans. Greek gazebos, constructed of marble, often occupied positions of importance near temples, where they were available for public use.
Affluent Romans owned great villas and estates, many along the Mediterranean coastline. Enough money and an appetite for comfort and beauty ensured that gazebos featured prominently in Roman gardens and public spaces. Wherever they occurred, gazebos grabbed attention and attracted people.
Grab Attention and Attract People
Although customs, social mores, morals and practices may change, there is more than one constant – people are visual beings with inquisitive minds. Grab customers’ attention with a beautifully styled, portable branded gazebo by XCO, and attract and transform them into loyal supporters of your burgeoning brand on its own, unique journey to success.