Document 8V7OdRzwx1qMwx4e9D0MYQo1y

1 ^P<! I THE CHAMELEON A magazine for employees of The Sberwtn-WilHams Company. Published at Cleveland headquarters since January, 1S9K 601 Road. Cleveland. Ohio VOL. 25, NUMBER 5 JU.Y--Al'C.l ST, 1923 We Blaze Another New Trail -- With the Biggest Idea That Has Hit the Paint and Varnish Business in Fifty Years You who have pediaps spent your vaca tion "hitting" some trail.through the woods or over the mountain passes, know what a lure the trail has. But the biggest lure is to the pioneer v..io blazes the way. He is the one who gets the thrill of the unknown, the satis faction of doing something new, the glories of the scene at the other end. Those who follow him can only benefit in proportion to his pioneering skill--and the trail soon gets beaten smooth. The Sherwin-Williams Co. has always been a trail blazer. It has never been con tent to follow. We have only to mention our pioneering of quality prepared paints; the marketing ^-household specialties in small packages; .P'* building up of our own raw material tMttral; the expansion of our warehousing distribution; the organization of a match less sales force; the persistent use of ad vertising; the successful application of the campaign idea to our business. And we could well include such as the advent of the "Cover the Earth," the "Brighten Up .-ea," "The Top Notcher," the "MarchOrders," the "Forward Again, "The Ju bilee," the "Products Idea"--we have al ways stepped out and gone forward at the Psychological time. On September 15th, we step out once a^atn with a new idea, a new plan. It's the Household Guide. For the first time, the public will have a ""wly reference guide to help them with their paint and varnish problems. For the "tst time, we present in a simple, helpful Vr. the leaders in our vast line of prod 's. each in its right place in relation to the finishing needs of the average house holder. We conceived this plan as the outgrowth *. ^termination to find something that be different from ordinary paint or ,*,,rn. advertisipg; that would render a v>ce to the public; that would, enable /"/"Wic to call for our products by their names; that would help our agents .. -Qlers sell these products more easily: that W0U^ impress the public with the fact f., ^ [pake the right finish for each sur- ''*W,that would give the public some thing to refer to when about to do a painting or varnishing job. The Guide is their assurance of quality. safety and satisfactory results. The ail thnrity is back of it--T he Sherwin-WilHants Company. (Continued u ii page et) HOUSEHOLD GUIDE 1 - For Painting, Varnishing, Staining and Enameling IMPORTANT: Edeh 0/ (Ilf Mow bran our MiMf and ira^t mirk TRADE MARK TO PAINT Ute pMact named Wha TO VARNISH Uae Rrednct aaaaaed Wieu TO STAIN Ute RrWnct named tele* TO ENAMEL- Uar Medatct earned Wie AUTOMOBILES S-W Ah Ei w iI; (at the S-W Am* Enamel Clear: S-W Atne Enamel attentd a u t o mo b il e TOPS AND SEATS BARNS. SILOS. OUT. BUILDING*. Etc. S-W Am* Ta# aad S-W A M Seal Oreuiai S-W Pmm; barn red; n |>a* t BeidePetM.ealmt BOATS AND CANOES SWP Prrpmrrd Paint SWP Hanm Pntm; a rail an BRICK JU'Cnmu Wall Ftaiah: a Keeper VamiJi S-W Pfrttmuw Sluncie Staia.- * retort S-W Attte Enamel: itKrrtej retort Old Dwtch Enamel; Nil (h mc tor oatude ci(*arr CEILINGS. leiriior ................. CONCRETE DOORS. uterier............ Flai-Tne: ibeeaehabie, dai e.a m*' SU P Heuec PaiM; S-W Cancrtae WaH Frnaeh.- SWP Hanaa Paint; SWP Hauer Paaat: Scar-Net Vamteh; tor e*d- Reepar Vanetah: mi.r remt"( 'S-W Handcralt Stare: Preeirairat t(irn a>a ter nee fcarJ seed Fleetlac: rareitk and ana . err.,net. arm ea^Uveed S-W Oil Stain. > etit Eeameletd; amartet retort Old DwcA Enamel.- eb.it. (. i>ei*. |>,,.t ar raa. Orj rrtrrl Scar-Nat Vaeuiih; (iti Vthei Fietjh Vtrauli No. 1044; duet i dull Bank wilkeel nbbi( Setfa* V*rtudh: miiif retutikg t(a' FleeHac: a >itett* iad tana eeeiatecd fwS-W Hmmdtrmft Stain; ptnrttaititt r(i>il Hill -rear .Wt eralr Eeameletd: uteried celen Old Dutch Eeamelr ebue. S-W Oil Sdaaao for arm weed (ft*. ierv. far laicner FENCES MVP Ntaa Paint; Metalantente* arnireekiei S- WReefaad Bride* Patnr. SW^Prtttwitt SAtaqle FLOORS. (Alerter (tend) Cuectete r.-mi FURNITURE, Itu.un rer S-W Inaide Flaar Paint: nance rrpratrJ *r*aaie( &.W Canewe Plant Famah: Mat-Net Varatah; S-W Pbttfcand Deck Paint: tnantlnd; tat arco/atnc r ..inti Enarariaad: tiffed (Mart Scar-Nat Parueah; tnddt aard eufr Reepar Venuah: arraiacr Fle*elac; a 'arena aad S-W tawde FU>r Peaet. S-W C*ncrete Flnr Fanuh. aifb.fietr; durifcle Flwvrtmc: a.r*.a aad iiaia S-W 0.1 Staae < ' '* - --> Old Deirh Etteaeel: nruir. r' .j.tifr, (1.-- ..r raDBe.l FnaimcItMd: j-sr-tir.l vnhdt HOUSE OR GARAGE 8 Itin.GMtni.rii.) | Inkar Varnuli eealker rctiWiag S-W Prtaeriwaae SJUarlc Old Dutch Enamel; Stain: eajaria| |kni IMPLEMENTS, t o o l s , t r ac t o r s, w ag o ns, ; S-W WajeeatadlmRlmamr Paint t r uc ks LINOLEUM .... S-W Inadt Flaar Patw: tuadt rtfb*ed wrakbiR* RADIATORS.............. I Fiat-Tana: Aat > aaiat 1 S-W Alumnanan *, G*U \ PatM ROOFS. >k.|ie Metal C'ia>iium SCREENS TOYS jS-W Real and Brad( Paaat. Metaiaaic: | Ebaaal.- Mack rail tat M'*< | S-M Seeran Eaamdl: 1 S-W Ftiaiiy Paint: 1 Fiat -Tend: tor* euraM*. bat WAU$.lrM (Pla.re' r>' Uallbeard i SWT Hauer Paint; I > a.I (tow WICKER | Enamelmd: a,(a b'afailare.Bib. Itmtfri. tfrarrm, Intrli WOODWORK. l' : " Had-lanes let ii piiai . ______________________L___________________ Jteapar Veraeah Mar-Net Vernath (teteett ike pa1'*** S-W Inude Flee* Paint: Enamelatd: attened eetoea S-W PrearrtMM* Mui|(f Staae. Reaper Varatah: Reaper Vernaeh; da'lbtc. rtaatte Flutlur: .iBiaec are. a var rtk aad nara rmtiMt Flaeelac.* a*araa aad taara eankaeeu S-W Screen Eneaael Eeameletd: aliened relate Old Dntch Enamel: vbne. (fa. ,ierr, (letter nibbed r*(i Eaamtltid: ttteaned eeten Old Dntch Enamel: *>nr. (it.. tMv, (iet et mb- Scar-Net Varatah; ki|h ft--.* ai . at fabM-J to 1 Jail anil* Velvet Ftmeh Vamiali Ne. 1044; direr dell .*< abkrei S-W HaaMcrnft State: (raeliaiiaf ifam mia tor S-W Otl State: Flaeelac: "* aea aa >lt eeed. 1 .at nk iaa Mira taatktaed Old Dutch Enamel: abate. (m. trerv; deli er (torn; it'd b Ictdief trekaltcu Eeameletd: aeterted cetort had hr Mkmmg the sarttaU, pftpmrtd dirfclwN " "Ml. Jff[ SHERWIN- WtLLUftS CO. ThisZ^lwiLZca. The I'ub/ie at// huy from this Guide; the Agents will Sell from it: our Representatives will put m-xtra effort on Guide Lines.