History of the brand Michelin
Everyone knows him – the creature with a human shape, looking a bit like a boy made of Lego, Casper the cartoon ghost, or the legendary Golem. The Michelin Man, also called Bibendum, has been a constant companion of the firm that has pushed the tyre industry forward for many decades with successive watershed inventions.
The mascot that drinks up obstacles
Since we have begun by mentioning Michelin’s best-known symbol, it is worth noting that Bibendum (his name means “to drink” in Latin) has worked solidly for very many years to gain the status of an icon of popular culture. The character, of whom French children were at one time reportedly frightened, is today one of the best recognized and most characteristic advertising symbols in the world. He has featured in songs (for example by the French reggae group Tryo), in comic books (including Asterix in Switzerland from 1970), and even in literature (as in William Gibson’s sci-fi novel Pattern Recognition). In 2000 the Michelin Man won his company the title of best logo in history. Legend says that the idea was born by accident, when the firm’s founders, the brothers André and Eduard Michelin, noticed how a pile of tyres resembled a human in shape. Arms and a characteristic smile were added on paper.
The first poster featuring the Michelin Man was produced in 1898 by the artist Marius Rossillon. At a banqueting ...
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