The red triangle that became the world's first registered trademark

Countries & Cities · Published 9 October 2026 Swipe more like this →

In short: In 1876, a Bass employee reportedly queued overnight to ensure their brewery secured the UK's very first registered trademark. This wasn't just about branding; it was the beginning of a global empire that once produced one million barrels of beer annually.

William Bass established the brewery in Burton-upon-Trent in 1777, evolving from a basic transport firm into a worldwide leader. With an annual production of one million barrels, Bass was the world's leading brewery by 1877. The company's Pale Ale reached almost every part of the globe as a British Empire staple. The firm's growth was supported by a vast private railway network connecting its various premises. This infrastructure helped the company maintain its massive output during its peak years.

The company's iconic red triangle logo was a pioneer in international marketing. While the brewery used triangles on casks long before 1855, it was the Trade Marks Registration Act of 1875 that changed everything. Legend suggests a Bass employee waited outside the registrar's office on New Year's Eve to be first in line, securing the first six registrations under the new law. The red triangle was specifically used for their pale ale to distinguish it from other varieties. This branding strategy helped cement the product's status across the British Empire.

The brewery's influence extended beyond the pint. The brand featured in fine art, including Picasso's 40+ paintings and Édouard Manet's 1882 'A Bar at the Folies-Bergère'. Even James Joyce included the logo in his masterpiece, 'Ulysses'. The logo's presence in literature and art highlights its cultural significance during the early 20th century. It remains a recognizable symbol of British brewing history.

The company's structure underwent massive shifts over two centuries. After a period of intense vertical integration during the era of the 'Big Six' brewers, the business eventually pivoted from brewing to hospitality. In 2000, the brewing operations were sold to Interbrew, while the retail side became Six Continents plc, eventually splitting into Mitchells & Butlers and InterContinental Hotels Group. The transition saw the brewery's assets split between major industry players like Molson Coors and Anheuser-Busch InBev. This reshuffle marked the end of Bass as a unified brewing giant.

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