Securing an icon: KitchenAid

Millions of loyal users rely on the iconic KitchenAid stand mixer. The design, which has remained relatively unchanged since 1937, has been in generations of homes for more than 100 years, defying the notion that consumers will tire of a product’s style. Legend has it that executives brought prototypes home for their wives to test out, and one of them exclaimed, “I don’t care what you call it, but it’s the best kitchen aid I’ve ever used.” Thus the brand name was born in 1919.

In 1986, Whirlpool purchased the brand from Dart & Kraft and, in 1992, registered the KitchenAid mixer as one of the very few three-dimensional trademarks, a category which also includes Mickey Mouse ears and the Coke bottle.