A few days ago I was driving towards Mt Tamborine when a small warning light appeared on my dashboard. My tyre pressure was running low, so I pulled into Logan Village to re air the tyre at the local servo.
Right next to the station I noticed a cluster of old timber buildings. They looked preserved, almost frozen in time. Curious, I walked over to see what it was and discovered the Logan Village Museum.
Logan Village was founded in 1863. The museum sits just a short distance from the Logan River, which was the heart of the region during pioneering times. The museum itself consists of four historic buildings that have been relocated from around the local area. Each one tells a story about life in the early days of the settlement.
With some time to spare, I bought a three dollar ticket and started exploring.
Inside one of the smaller buildings I came across something unexpected. Shelves filled with old jars, tins, and packaging from some of Australia’s most recognisable brands. It felt like stepping into a time capsule of Australian supermarkets.
I saw classic packaging from Vegemite, Bushells, Twinings, Uncle Tobys and Milo, just to name a few. Brands that almost every Australian household has seen sitting in a pantry at some point.
Having lived in Australia for the past 17 years, I was genuinely surprised by how old some of these brands are.
So naturally, when I got back, I did what any trade marks attorney would do. I ran a few searches.
What I found was fascinating.
VEGEMITE
Filed: 28 September 1923
That is only five years after the end of World War I, at a time when the world was still rebuilding from one of the most devastating conflicts in modern history.
BLUE LABEL BUSHELLS
Filed: 31 July 1933
This was during the depths of the Great Depression, when economies around the world were struggling and businesses had to work hard to survive.
MILO
Filed: 8 May 1934
Also during the Great Depression, when affordable and nourishing foods became particularly important for families.
TWININGS
Filed: 29 November 1961
The same year the Berlin Wall was built, a defining moment in the Cold War that reshaped global politics.
UNCLE TOBYS
Filed: 14 August 1967
The year the world saw the first successful human heart transplant and a period marked by rapid advances in science and technology.
Seeing these dates puts something into perspective.
Trade marks are not just legal registrations or commercial assets.
They are cultural markers.
They represent decades of trust, family routines, school lunches, breakfast tables, road trips, and quiet moments at home. They carry nostalgia. They carry reputation. They carry the story of a brand that has lived through generations.
In many ways, trade marks are historical artefacts.
They hold the goodwill that businesses spend years, sometimes decades, building.
Your brand is not just a name or a logo.
It is your story.
And that story deserves protection.
If you are building something valuable, make sure your brand is protected from the start.
File your trade mark today with Joi.
A simple and intelligent way to protect the brand you are building.
