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* : S. W~, P,--The Best now, in addition to talking results, the paint man must talk formula. '. If he :; ( Paint Made thoroughly understands > what 'he is talking about there is no'reason why he should not talk it:-- the;danger lies npHAT is a strong, broad statement, but is a fact. It can be backed up in his having hold of a half truth only and .being unable to properly present both by 'argument and by. experience. his subject. Experience is the-best proof and wit is the object ofi these -next' lew the representative who wants to do his pages to give a clear statement of.what best in the sale of S. W.'P, must have a prepared paint formuta really.means some personal experience in the actual and some of the most important con use of the goods and learn all he can siderations 'that we. have had. to meet from the experience of others. ' in making and marketing Sk'W. -Pr els :*' Argument to be forceful must Come I ; What is stated here is based upon from knowledge. : Know the goods it over thirty years' experience in strive and you can talk and sell them. Don't depend upon generalities or salesman i 1 ing conscientiously to make The'Sher win-Williams Paint always as'gbptf is ship alone. Know and talk the detail 1. it 'could be made.'1 It expresses what facts. .! ' > we have'learned'by seeking improve Prepared paint is more in demand and is becoming more and more-appre ciated every day;' The painter and the tv i ment. "riot: by waiting to have it thrust upon u s t by experimenting and search ing '-year 'after Jyeair 'to imakei`>better consumer are taking a more active in paintf ;by never; being satisfied;U Kfi terest in prepared paint. There are If we had started'dut-thirty';yeirs three probable 'reasons''forThis--tire continued good results obtained from ago-1 simply -to' make*painttthab would be "good enough";we woufd notdenow good paints, the persistent advertising of 'the; manufacturers, and the -agita anywhere; near :as Imuch'-aboutltpaintmaking as'we db toilaybH'l uC (v;r .t o tion brought'about by the erSctincnt i- The fobnders of this busmess'had an of paint legislation in various States. bnusually.'Strong'belief iif the business " The ' formula ; of' paint has been valne'of gpod ()uality'.''JThey believed brought' into the limelight and given that nthe. best paint' iwould . sell 'best; unusual and undue'prominence, so that Tlicy ifurther believed that to brake the 171 0007-SWP-000124 2 U) o I--*- 1 rt best paint they would Iwvc to keep ex t perimenting and investigating to be sure they were not overlooking any thing that could improve the quality. Jt \v;is their aim not only to make tlie best paint, but to make it first--to be leaders in paint knowledge and paint quality. ;; That '-spirit has been kept alive through all the years of-otir growth ami success, and we have never al lowed any consideration of profit, quick sales, or /any other -thing to change our ideas or swerve us from that fundamental policy. 7'ime and time again, as our experiments ami our . knowledge showed us howr we changed our formula to improve .the goods. We still stand ready to make any change that we are convinced will unmistakably improve .them, but our knowledge of. the paint business and our belief in the best quality are (rx) i 1 i 4 well grounded for iis to make a c.Iange for any pthcr reason, i-, 5,, ..... ,1 i.;As tlie'formula of The Sherwin- Williams Taint stands today, it repre* sentsrthe best, paint value on.the mar* kct. and not only that bpt also the best yiwciknbw how to produce/* It is better 1 ' today thaii at tiny time in the past and ' ` Wltaiever/is uscd in its composition is 1 put in Solely for tlie sake of improving the paint.ui m.-.i t.y < j 'j mh 'j i -/, m A a ,! To cover in detail the years of ex periment and changes that have ted up to tlie. present formula would take much more time than the average con* sumer would care to devote, and it would be a technical recital interesting pniy to the expert paint maker. ;P.ut there arc certain points in tire develop- merit of our business that we wish to bring out. -i:.* . ; m . ' !We have always believed that the The C consumer should ire more interested in ZZi what a paint 'does and has done than in what it Is made of.' 'IF tlie results prove tlie quality and value, what dif ference from tlie consumer's point of view do the exact ingredients and pro* portions make? .If you'are surely get* tifig your money's worth, the exact formula is of mighty little.importance; loBut while'we-have believed this khotild be the consumer's attitude, we have known it hasn't been generally. There has been hn Inherited faith that terrain paint materials" arc :lhc -.only legitimate bnts and that anything else Is adulteration.'d "ivt-m;:: w vr:i;i `srfi tm'F'or'many'ytars'the'pritiripaTma- Whi ter'ial SO idolised has been white lead. Lend before'the. days'ilb prepared paint it Bar was the only-legitimate painting mater rial known.! Mixed by hand with lin. seed oil and' the. necessary color, tut. pentiini andiiBcier, 'it was.all that the ro 0007-SWP-000124931 painter and consumer had to nw. It was not satisfactory, yet the habit of usintt it was so strong that it made tlic introduction of any improvement extremely difficult. When prepared paints were first put on tire market they were considered inferior substitutes for white lead, as indeed many of them were.' The very early paints were in no sense legitimate ' v painting material, and ' about i all the ' ' .Rood-they ever did was to embody an ' idea, which in the hands of thought ful anrl honest ,meti was capable of splendid development. 'But the de velopment of this idea'was stow. Good prepared paint as wc.knmv.it today was not possible thirty dr even twenty years ago, because the value of the various materials and.their uses was not known.then.-,.The knowledge of paint-making .lias -been !a gradual growth; :yet it was nut long after the first attempts at it that die real compe tition between - prepared paints and hand mixed-lead and oil started.-ami that many consumers began to find out > 11 the advantages of good prepared paint V . bver lead and oih.vAs the .knowledge o( paint-making advanced and the formolns were improved, tfic. irse of pre pared paints increased: " But through it ail.arid in spite of it all, there were many who clung from habit and preju- m 1t I l ys> f I' dicr to white lead and refused to recJ ognize any other pigments mixed with it as anything but adulterants. i . I .ate r on zinc white began to loom up in tile minds of the consumers as a legitimate material to mix with white lead. This came about through the persistently good results obtained with paints containing zinc white/ and through tlie advertising of the makers of zinc white and those paint makers Who'were using it largely in their products. The education of the publie so far as zinc white is concerned seems now almost complete, `and the use of that Material in prepared paints is accepted by the majority of consum ers as a necessary ingredient, without which the best paint cannot be made. I But white lead and zinc white arc not the only legitimate white pigments. They arc simply the two most largely used in the manufacture of all good paints, land most talked ' about -and advertised. '.'From the beginning .of our : own ' manufacture of -ipfepared paint we have ' recognized the im portance i of. certain inert ;materials intelligently used in . the making of good paint.roTo recognize their iegiti. mate .use and to isct our laboratories and testing roonis to the task of find ing which inert material was best and just how it should'he, Used was one nr, * tiling;! to advertise What we were do ing was quite another thing. All of these inert materials,. if thev ..were r -.- known at all to;the public, .had bad '' names. -.They . svete called "adultcr- ' ants,".' "chcapeners," . and ``make weights," as indeed they might lie called with good reason where used in excessive quantities in house paints. They were not popular, as white lead was and as line white had grown to be. But to the technical and honest paint manufacturer they were just as useful In good paint, though used in much smaller percentages. . .. . idea -r`y ' "Witli "S the question as to what we /'mn(. should do about advertising the use of a small percentage of inert material was a very serious one. We recognized '- j" ' first of ali that the use of the material a-would not be readily uhdcrsti?od by the general public, being rather more technical than it was then practical.to ixploit id advertising,: Besides: this there chad grown up a false idea of pamt -"purity." ,, d he word "purity", had been used to conjure`with, a- . j`,frirst, It tv,ns`applied to Strictly pure of "straiglit''.''ciirtiOuate Of lead;-later, it was used by many paint makers as the easiest 'tvsv to create an impression in favor of their goods; aiM so good, bad and indifferent paints werd soon advertised asd'pure.-'V Gradually,' with na tlie increased favor shown by the pub? lie for zinc white, the impression was given in much of the advertising that "pure"; paint was composed of , lead ami zinc alone. The constant harping on that idea finally brought the con sumer to consider the addition of any thing else! in any proportion, as an out-and-out adulteration. ' . ' . ' This was of course an unreasonable attitude. .Paint purity .didn't and couldn't mean anything.- Paint is a mixture or combination, and its qual ity depends quite as much upon die percentage of the^ngredients used as upon tlie ingredients themselves. iThe right idea .in trying to fix paint value is to talk quality, hot purity. I : /. It can be readily, understood-that the undue importance given Vpurity'l made it all the more difficult for us, in the days when we were young ami far from powerful, to come but and fight j the prejudices and bclicfriofl consu-i mers. ; i. in.i a.-. ?t. .inh.li bd> ? f< j : i We have-been'from the start-Strictly Qur Aiv honest! in. -themtnanufacture' of; The Using Po Shetwin-Williams 'Paint,, and iwo'de4 y v'ly sired to be just as honest in oiirailrcr- 1 ttsingJ!'We'frcqiicntly icoosSdered talo- \z\K die bull by the ho*ns Vind, in spite / of'prejudice and all, coming imt strung H fi-ith $u;r Miking points .for: tlie use of :>1 su-imall;percentage; oi inert material ' JJ7; Xj i:* / 0007-SWP-000124933 a >1 in combination with the lead and zinc. Rut each time discretion seemed "the better part of valor." It looked as though we would only be borrowing1 trouble, and so we continued to go after business and advertise more on the basis of what The Sherwin-Wil liams Paint could give in results, rather than what it was made of. In other words, we gave the consumer the best paint we knew how to make, belter than he had ever had before, but did nut tell him what it contained. Our guarantee on each package was and still is a guarantee that The Sherwin- Williams Paint, "when properly used, will not crack, flake or chalk off and will cover more surface, work better, wear longer and permanently took bet ter than other paints, including pure white lend anil oil"--not a guarantee as to what it is made of; :This has been and should always be what the consu mer is interested in. * .. h We did claim, as we had a perfect :. -.*>> right,to do, that it: was .a lead and \ mm zinc paint, but we were careful not to ^ ; be guilty of claiming that it oontained only lead and zinc. Tt was, as it is to day, a lead and zinc paint in distmc- tion from those paints containing a large' proportion -of other materials.' The proportion of inert material used in S. W. P. is so small |lcss tl^an tcn I I .n . per cent) that the basic character of the pigments is very little changed by it* ' : ' ' l.'.ii . This was 'the situation when -a TA< E "pure" paint law was put into effect, of the with the best of Intentions, in the State Lw of North Dakota early in 1906. ' The ' law. provided that any paint containing other ingredients .than lead, zinc, lin seed oil, turpentine and pure colors should be labeled to show the .amount and kind i.of other ingredients, used. Paints containing no other'ingredients should go ttnlabcled.' -In. effect,' this law branded any paint bearing a for; nmla tahel as impure, the'legislature having taken upon itself to'decide what materials mate the best paint arid what materials hre adulterants.' ! ` Such a law,1 of course, put our old proposition up to us in a new way: There were1'two modes, bf settling it . either label our :paint and start the 1 campaign of education ^e had been . putting ofT so long. Or go back'on out1 principle '6f 'making (lie he's! paint we know- how/drop the use' bf inert' rria- lerial,1 and'1 conform1 to ' the. legalized "pure" paint of the North'Dakota leg- islafuri;'Mp '* :_ 'UWc .'chise'/die'. foWner.-j* Tt' meant Oar hardeV W6'rk: itid a stronger'''fight, hut' lade we believe it was the'wisest choice for tis in the long run.1' V*-' Mw- 119 ir-Mygyt".*.---- :----T~.---- . ... v.- .M 0007-SWP-000124934 TV VVc know vc have a better paint than any that can be made by adher ing solely to lead and zinc ns .specified . f. in the law. ,*AYe know it has paid us ' ; always to produce the best paint we can. We cane more for the future reputation of our goods than for any Immediate advantage we can obtain by conforming to prejudice.1 '* It would be easy for us,to make a paint of lead and* zinc-^-aml a fairly good paint, too--that would cost tis less and on which we could hiakc more money than The Sherwin-WilHarns Paint. But though a fairly good paint we would always know it was not tho best .we could make--^aud .with our . ideas about business it would be hard \o put whole hearted enthusiasm into the sale of such a painty ,, ", f( j; Somrvof' the lesser. jTianufacturerp might easily do as they have--'change their formulas to avoid the label--be cause they have never b?eu in the habit of -counting quality as .the first essen tial of the paint business. Some of the paints that can be put up and sold as "pun:" in the. eyes of the North Dakota law arc so poor in quality fhat . . they will soor* bring .only disaster. to a handler ami user, discredit upon them* .. selves and upon, the law, ^Others, of * course, are fairly good paints, hut not. IB** 4 s, r r+ .:>S .y.i one of them U equal to The Sherwin* Williams Faint . . . We firmly, believe that the splendid reputation of The Sherwin-Williams Paint for good painting results counts for more in our favor than any appeal we could make to prejudice. We know many who say, "l don't care what S. W. P. is made of, I know it gives better results than any other paint .on the.market."They seem to understand that we arc honest and conscientious enough to take care of iJie."what-it'$? madc-of" in a thoroughly satisfactory manner, f - , * . At the same time there are many who wish to be and have to be rea soned with, who. want -to know why we use inert material and what it does to tUcdcad and zinc and oil.. . , > .: v -y.In the first -place,, we want to.re* Tfrt ^ move from the minds of all any ideas thcjr;rhay have that the inert materia! teriai isitsed as nn adulterant,;.to cheapen AduU the cost of the paint or. to allow us a t'on- larger.profit.].ilf such were our inten tion we would certainly use more than lO'per .cent..-llvuie by >us Js.analo gous to the fcseof alloys`in the com position oi;jctals as xoppcr and sil ver ore-'tiSed to harden the<gold of gold coin, and as tin is used with lead to. form type metal; Gold and silver caunot;bepractically ui,the arts . ij > \ 0007-SWP-000124935 0007-SWP-000124936 unless alloyed' with copper.1" Carbon is an important factor in the composi tion of steel. ` The percentage of car bon used makes a great'difference in the kind and quality of steel produced. Copper in gold is an improvement in the gold up to a certain point, beyond that point it simply cheapens the com mercial value. . - ' . . " in the Sherwin-Williams paint the lead and zinc; in proper proportion: form the basis of the pigment. To these is added a small percentage of silicate of magnesium ns an alloy, to improve the oil-absorbing qualities of the combination without in any way detracting from the other essential qualities of the pigment. * : Linseed OH Linseed oil is really the most' im os Affected portant ingredient in paint,' although by J.radt.t,'\ Zinc and it hasn't been the most advertised or Silicate of. talked about. It is the life of the paint. Magnesium. The kind and quality of the oil is of m t more consequence than anything else. ; The pigment performs two offices-- to thicken or absorb the oil and to cover tip or color the surface being painted. If everything else were equal, the pigment that would absorb the nv>st oil and at the same time properly cover up the surface would make the best paint.- ' t. . But no single pigment will do Ibis. 1 cad alone won't,-because it takes I*? ton'much1 lead to a; gallon of oiltd'get thc! proper- painting 1 consistency' Snd als6 because lead is the most chemical ly' active of all pigments wheri: comi hined with1 oil,' forming a lead soap that produces a soft! chalky surface'.-1;' Zinc alone won't do it, because while the zinc absorbs'more`oil it doesn't c o v c t up quite as well and also because the painted stirfaire'prodiiced with it is too hard, easily cracking and seal-' ing, ` and is unsatisfactory 1 to : paint : over.- ' - * ' '* * : 1; i A proper combination of lead and zinc balances most of the-faults of t i the two. The resultant painted sur face is not so soft ns to be chalky nor t so hard as to crack and to leave a poor surface for repainting. - ' ' ' Silicate of magnesium is an inert i ptgmcnl that has absolutely no chemi cal action.either upon tlic oil or upon other pigments with which it may be combined. It has very little covering- up power. Its chief value is in the fact that a very little of it in a gallon Iv or oil will give you a good painting r \\ 1 consistency. It has large oil-absorb- '\ ing power. * : : A small percentage, therefore, of silicate of`magnesium mixed into the lead and zinc makes it possible to put in much more oil without in any way displacing any of the benefits derived iM LinxeeH Oil fhe Uo\l Strength of faint. from the lead and zinc. 'The resultant paint is richer in oil, the lire and real strength of the paint. The value of the oil has been increased, extended, or imdtiplicd, :and the covering-up power, appearance and working quali ties of the pigment in no way dimin ished. while its spreading power has been increased, i;. . .. . .. ,. . There is a further advantage in the use of silicate of magnesium that would not be obtained by any other in ert material. It combines with oil in what piay be termed a true, paint way. Mixed with oil it looks and acts like a good paint mixture. A painter letting it (low off. the end of a spatula would say, "That's good stuff.1'-, Knr the pur, poses of an alloy jt is unsurpassed. ,,. jfiJat like copper in gold or in silver, an overdose , of. any , inert material cheapens the/paint.. -It : becomes an adulterant instead of an- alloy when used in .larger proportions than -we use it. . .. . .- `! ....... - ,1- Unfortunately all paint-advertising has been-putting :the cart before the horse .byhplacing so much stress upon the pigment portion of paint,.,-The emphasis has been misplaced. It should have been, put on the oil. Linseed oil is . really the foundation of paint and everything; depends upon its.-njuality and character, and. the. way (its: true 1M value is preserved in,the final paint mixture. All other ingredients,.that go into good paint must be figured out on the basis of how they affect the oil. Turpentine, drier, pigment and color are put into good paint in such a way as to detract as little as possible from the natural life of the oij film,, , ; . 'The'history of good paint-making has therefore been an effort to get as much oil value as possible into a gal lon of paint, :-Ftom what we have al ready said here, it can be seen that the:question of the use of lead, zinc and inert material has been and is sim ply a question of .establishing, and, in creasing the oil value of paint., . .,... -, In our own laboratories and testing rooms we have-spired no-money or trouble in our effort to-improve'.the oil-life of S. W. TL-without injury to the other -important considerations. These other considerations, are the ca pacity or : coveringcup power,.of the paint ;., the working and drying quali-, ti.;, //i/ rcMWon ofr.thf surface for repainting tvhen it betomet netetsorjt to renew' or- rfiangr the color;-: and ithe tone; and. colqr--the good appearance -nnof tlw finished jotxv,All of these are essential ,tp-g(Xjdapamt,-, l/They 0111st always fie,taken -iato account .when fig-, uring on .the .lifejor, durability of the -V- M,i ,n ' - . s. tr paint. But after they have been pro vided for. the more life and durability that can be added, the better the paint will satisfy the consumer who seeks true economy in his painting. Pure linseed oil, if used alone as a paint, would give the greatest dura bility, but as it is transparent, it \vould not cover up or color the surface to which it is applied; being liquid, it would, of course, soak into the wood. To give it color and opacity and to thicken it so as to keep part of it on the .surface when applied as paint, it must be mixed with pigment, ; What paint h'rcds Re sides OiL Life. At the very ''start;', therefore, - the manufacture'of paint'is d compromise by -Which yoii sacrifice some of the durability of the oil in order tn get rid of its transparency and give it a color that will'remain-on the surface. The Nine firms thot Che Quali/v In S. W. P. '`If what'was said further back about the effect of lead, aiiic and silicate of magnesium upon the oil be brought to mind now, the points we were making then will perhaps be 'a little clearer1 and the true value of silicate of mag nesium more readily appreciated. > m J But pigments or coloring matter are hot the only ingredients in paint that affect the oil and that have to be given close consideration in good paint-mak ing.''In The Sherwin-Williams Paint m we consider there are nine, big items that are responsible for its quality and the oil-life it gives. `They are: ' ' (t)- Pure old-aged linseed oil of-our . i own manufacture, i ' . (2) The right proportion oi lead and - zinc, . ;1. (i) A little silicaic of magnesium, . (4) An exceptionally good quality of ... - drier, - ` - " ii ' ''' (5) Purr spirits of turpentine,, e.. '1 (ft). Thorough grinding and mixing,',, ' "(j) Conscientious and accurate supey- ''"vision by skilled 'men,' . ", i (g) Honesty t>l purpose,: . ' ' ;:(>" Brains. ,n- : i:i -i - i > - - Each of these nine items has a di rect ^bearing' upon 'the iquality -of S. W.' P. ; Let us took. back at them more or less in detail.-: ;u "Of items two and three We have aly ready:said enough, of item onewe have said very little. ' It is too impor-i tant, by fari to be left until the end and should always have the first place In tlie consideration of paint values. ..We hope the day will soon cosne when con.-. sumer5 in .thinking alrout paint-will think about,linyeed. oil first,, : I `a, in ,Early in our. manufacture of pre- Linseed pared paints we: began to look'toward of Our lio'seed ointself. for some of the. iiiir Oum M pro'vemen't we,were seeking in the bit-' life of paint'.'. `Commercially pure lin seed'oil; ::the'best ;we 'could buy', !we soon found could bd. made much better , 1ST ~"Vr, r.Tl .n-r-m . ...Lc-li' \ 0007-SWP-000124938 0007-SWP-000124939 i5Mi .hi. by proper aging and.rcfining methods. We did,all that could be done,in thi, respect, ior,.many, years and., finally commenced the,: manufacture-,of - our own oil. By all odds this was the most clistmct advance w-c had ever-made in the interest of good paint. Since our own' mills .were started the improve ment in our oil has been very marked. It lias been a. surprise; even, Jo onrsplres: Wq have found it is just ns possible to work.-for better quality from the start in the manufacture of linseed oil as it is in paint nr varnish. In the selection of -the seed, the re clining after it reaches the mill, in the. process of extracting the oil, the filtering and aging---all the -way through there are fine opportunities to improve-the quality of the finished product. One of the little tilings that shows tfic possibilities is the fact that Sherwin-Williams linseed oil cake, ex ported as a by-product for cattle food, is sold at a premium ort account of its cleanliness and because the last drop of oil has not been taken out of it. ' ' . 'Idle oil in S. W. P. is practically . free from the mucilaginous and other foreign substances that.still remain in the beat pure linseed oil uf commerce and that help in destroy the life of the paint. . i - . ., In k I i,,AuHhcri. iUJipQrt*Dt.: improvement The Drier that* wb' made: in tW oil-Ue ,ot The *** W* ? > Shcrvdn-WiHiams Paint was- in'..tha . kind and quality of the drier`tire used; A idrier; is necessary ini aU good paint vnhfcn to baeleu (the oxidjzatipn of the oil, the . V'*' natural oxidization by thd .air being '"ni* *rtt n too slow /for practical purposes^ Uni fortunately most dricrs'iire harmful to the oil-4-t*`bumins; the )ifctout.of it,'1 is the painter .says. V ivn * tin- !Hy* working out'an entirely new drier1 made on a linseed oil base with-* out the use of resin or gum of any kind,'we were able to greatly increase the oil-life of S.-W. IV- We consider that the drier used in S. W/P. in no way injures the life of the oit-7-if it has any effect' besides that coming from its drying properties it Is bene ; ficial. When spread on glass and at* lowed to dry, this drier Conns as elas tic and durable a coating as linseed oil itself. * ` 1 ; ' Pure `spirits of turpentine' can be Pur* *"r~ purchased in the open market, but' ^cn ine' there are many substitutes ;of inferior quality,, and we have always found it necessary 10 safeguard our-interests bv strict chemical analysis \n our lab oratories. 'Hie turpentine jri W. P. is only a small part of thc'lotM liquid and is used lu aid the drying of the oil and to keep the paint from `'running" w# . . \\ LL when m the proper consistency for use. tt must be pure to reduce as much as possible its effect upon the life of the oil. ' ftfiicirnt The thorough and efficient grinding (rttuJirtg utu{ Mining ami mixing of paint is a very impor tant consideration--one that is given far too little thought by most users of paint, especially by those :who use hand-mixed lend and oil. The final result after the ingredients have been chosen depends largely upon the meth od of combining them and the thor oughness of the grinding and mixing process. In lead and oil the work is done by a stick or paddle in the hands of a painter. In prepared paints it is done by machinery. In S- W. V. this machinery is of our own design and manufacture, giving the finest grind ing and most .thorough .mixing. : If. as .was explained before, the value of the .pigments depends upon.the way they combine with the oil, it can be '111 l \ easily understood that the more finely the pigment particles are divided by grinding ,nnd the more , thoroughly they are mixed with the oil, the better they can ;3o their work.- Uniform grinding, by ;which the paint mass is of equal density, and thorough mixing, by- which the pigment becomes thor oughly impregnated vvith.the oft, are important-factors in the quality? of S. W. P. 19) ' : To get the best workout of thc,machines and to properly and accurately combine tire various ingredients, it is Svfif necessary to have skilled men. Materials, machinery and men are the three (actors in good paint-making, and the men are by mo means the 'cast important. 'The men who make S. W. P. have had lifelong training in their work and.have learned to give full consideration to all details, such as ac curacy, cleanliness' and uniformity. They have been "brought "up",on the idea that'quality is tire most essential feature of our business and thaf.the 'paint they are sealing up in the cans holds all.the reputation of the ,Cpm- Pany- .. ' .'' i ' . 1 Uo . > The last two items.in our list of the Pur things 5. W. P.-is made of are "Hon- Pro esty of Purpose" and ".Hrains.'' Tile brains give-us the knowledge of what will .make ithe best and most economii cal paint; the honesty of purpose holds us to it. We have high ideals-- high aims. Business with us is some thing more' than an opportunity to make money. The reputation for high quality goods is quite as important to ' us. and we are jealous of the position wc hold. To be successful we must ' be the best and most reliable concern' ' of the kind, as well as the largest. And > I i( wc couldn't be the largest wc would ' 1 prefer to be the best . j ' , in Con- In all respects we can see oo present fluiioit, way of making a better paint than The Sherwin-Williams Paint, -But wc are still studying, and we shall never over look an opportunity to improve;.but as was said in the beginning, we shall for no consideration take a step bade* ward. . . , i:.v : t. ,, . With the present agitation of the paint,question, brought jdxjut by the enactment of paint laws,,we desire to jnakc.our position perfectly,dear, but wc fed that nothing we can say in print is so. good an argument foe the consumer to be guided byNas the repu tation of our goods and the splendid results they are giving all consumers. u ; Wc believe merit wins, and wifi ai : ` **" trays win., -The success of S' W. P In the past- has been due to-its merits and wcwill strive for all time to main tain its supremacy in the paint field.'1' y *<> j 1 -n! ; , kj - -vlmhi h i!1 :>/; fi :'// ..`1 cU ;t: rk A r! 1 i *. ? i jt'kiul rkdd nn nj.jl) ^ifiiiii d;)hl 7*>i u\T .yynt cb.rt; il; lrtftl;<vrrni JokvJiup fi v'joO^ viifanp r- < ?(it lev o':. m;. ?;v bun .->;j I 0*1' r/f ltd}> : *)*' oT .!:?<>'[ -i'h nww'w c'lr.ll't'j bra. Jwl *>('; of W. >() t; ,h:n>! r*t:J'. The Right Che of '. S.JV.T. ; ir.,1 : '"PHE Sherwin-Williams represents A tives and agents should study to be proficient in the.tight use of paint, for the-use of paint is as important,to the consumer as ltoe:paint ifeelf. ^Erery job-.pf 'painting-toas. fouf parts to it, the paint, the.surfac.e >nd the method of. application :and,,the condition to which the finished surface,is subjected. We furnish- the paint on]y*-.with..such general directions .for its,.application a* it is wise and possible to give., For die'specific use oi each'.lot sold the dealer and die consumer are'respon sible,' _ ' V/, ' , *`:'t "The most successful jhouSc 1 paint dealer is the one. who thoroughly undcrstands the us4 of paint'tindci' W riotis conditions, and sells S. W::F.ana recommends U$bs accordingly/ 'He must have backbone enough to refuse tfi sell it where he knows'the coddM tiotis are 'unfavorable orthat imrca,j sonablc results are expected^ ui>,' ; e rv `-'rhAjoriif':tof dealefS'dhanilHrtg paint either lack the knowledge or are too keen On makings sale-to safeguard themselves agaiost improper use of the goods.*): That .Is where fche fcducational ns \