Wednesday, 16 August 2006

Logo Meaning: Archie Comics Brand

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Archie Entertainment

Brand History

The year was 1939. Maurice Coyne, Louis Silberkleit and John Goldwater joined to launch MLJ Magazines, a publisher of comic book titles under the lines Blue Ribbon Comics and Top Notch Comics. Comic books of this era primarily fell into two categories: Super heroes fighting off Axis forces, or furry little animals in fantasy-based adventures.

It was John Goldwater who had the brainstorm.

Inspired by the popular Andy Hardy movies starring Mickey Rooney, Goldwater sought to develop a typical teenager – someone with whom readers could immediately relate. With encouragement from his two partners – and utilizing the talents of writer Vic Bloom and artist Bob Montana – he created "America's newest boyfriend."
In December 1941, in issue #22 of MLJ Magazine’s Pep Comics, Archie made his debut – and has been relating to fans worldwide ever since.

Whether he’s begging Veronica for a date or sitting in detention, Archie Andrews is the undisputed all-American teenager. For over 60 years, Archie has chased Veronica, been chased after by Betty and been hounded by Jughead for burgers. Betty, the ‘girl next door, appeared together with Archie in the first panel of the first Archie story – and it was love at first sight. Ever since, Betty’s number one goal has been Archie Andrews. But Archie never really notices, instead his sights are constantly set on Veronica Lodge, Riverdale’s teen socialite. With a million dollar smile – and a million dollar daddy – Veronica divides her time between making dates, breaking dates, breaking hearts and shopping – not necessarily in that order.

Then there’s Jughead Jones – too many burgers, too little time. Since 1941, Jughead has been Riverdale's chief girl-hater, chow hound, and abnormal fashion statement. His beanie is unique, unlike any beanie ever seen before by mankind. In fact, in the old series "Jughead's Time Police," the beanie is a time traveling device. Whether he's playing with his sister, Forsynthia "Jellybean" Jones, or consuming Pop Tate's hamburgers by the dozen, Jughead is always the odd one out. He and Archie are best friends – but only next to Hot Dog, his all time favorite companion is his hammock, which has been with him since the beginning. Even as Riverdale's all time moocher, Jughead is always calm, and has always seemed to be the most sensible member of Riverdale's teen community.

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