Nicolas Loufrani, CEO of the Smiley Firm, has sharp options, and a sharper grin. I discover him in his London workplace carrying gray pin-striped dungarees, beaming energetically, clutching a poster that claims: “Take the time to smile.” Round him, the room fizzes with iterations of the icon – you realize the one. Fluorescent lights within the form of that unmistakably easy, upbeat expression. Clothes, homeware, bottles of prosecco… all stamped with it. A basketball web boasts a smiling backboard to hurl a ball at. A bowl of fruit? Additionally pleased. I spot a small framed print of Vermeer’s Lady with a Pearl Earring, her face changed with a yellow smirk. Nothing is off limits. The Smiley Firm places smileys on issues. Final 12 months it offered $486m value of merchandise.
Loufrani, 50, greets me with fast-talk and a French accent, steering me between desks to a small assembly room. We brush previous staff in smiley-smattered harem pants, bearing MacBooks slapped with smiley stickers. They smile politely. We smile again. Throughout the open-plan room a trendy younger workforce busies itself at computer systems. Each season Loufrani and his staff give you a whole lot of latest ideas for smiley-based merchandise and promotions and pitch them to manufacturers. The Smiley Firm owns the rights to the picture in over 100 international locations. Sure, the smiley – not less than, this explicit model of it – is a trademarked picture. Need to use it? You gotta pay.
Immediately, the Smiley Firm is ranked one of many world’s prime 100 licensing companies, with 458 licensees in 158 international locations. It boasts hundreds of merchandise throughout 14 classes, from well being and sweetness to homeware. This 12 months it celebrates its fiftieth anniversary, which implies – you guessed it – smiles all spherical; 65 new partnerships and collaborations with everybody from Reebok to Karl Lagerfeld. If you happen to’ve seen extra smileys on the excessive avenue currently, now you realize why.
“We do lots, however we additionally don’t do this a lot,” Loufrani tells me. “We’re very, very protecting of our model. We attempt to be artistic. We attempt to keep away from having merchandise with only a massive yellow face.” To Loufrani, who has, lately, expanded the corporate to create a excellent news platform to advertise charities and social enterprises, the smiley is a lot greater than that. It’s not merely a emblem, it’s a “motion”. It stands for “defiant optimism, optimistic pondering, empathy, doing good”. Because the world simmers in these distinctly un-smiley instances – an period marred by pandemic, the conflict in Ukraine and a looming world recession – Loufrani believes the Smiley Firm has lots to supply us. Smiles could also be down – in response to the Smiley Firm’s very personal smile index survey – however, due to a declaration by the Smiley Firm, 2022 is about to be the “12 months of smiles”. They’re coming for you, whether or not you prefer it or not.
Smileys have drifted throughout the pop-cultural ether because the Nineteen Fifties. A yellow and black one first confirmed its face in 1961, when it was printed on a promotional sweatshirt by the New York radio station WMCA to advertise the news-talk present Good Guys. 1000’s got away. However many individuals credit score Harvey Ball, an ad-man from Worcester, Massachusetts, for designing the smiley in its most iconic type. In 1963 Ball was employed by the State Mutual Life Assurance Firm to create a smiley face icon to spice up firm morale. He penned his design in 10 minutes. Two dots and a flick, although not with out creative distinction – Invoice Wallace, government director of the Worcester Historic Museum, has in contrast the imperfect slant of its mouth to the smile of the Mona Lisa. Ball was paid $45. The corporate produced pins with a smiley face on it, and offered hundreds of thousands over the course of the last decade, although Ball didn’t trademark the design. Later, in 1971, Bernard and Murray Spain, two brothers who ran a few Hallmark card outlets in Philadelphia, noticed Ball’s design, and copyrighted a model that mixed the picture with the slogan: “Have a Glad Day”. Within the first 12 months alone they offered greater than 50m buttons.
The Smiley Firm itself harks again to 1972, when Loufrani’s father, Franklin, grew to become the primary individual to register the smiley as a trademark – taking possession of it as a industrial emblem – which he did in France. His background spanned journalism, promoting and licensing. If you happen to needed to market a Batman product in France in the course of the Nineteen Sixties, Franklin was your man. Babar the Elephant merch? Communicate to Franklin. Licensing – when mental property rights are granted to 3rd events for a price or royalties – was a comparatively novel idea again then and Franklin hit the jackpot the next decade. Fed up with downbeat reporting and depressing headlines – Nixon, Vietnam, atomic conflict – Franklin pitched a brand new column to the newspaper France-Soir known as “Prenez le Temps de Sourire” or “Take the Time to Smile”, together with a easy hand-drawn yellow smiley face to signpost good-news tales. By way of his firm, then known as Information Administration Worldwide, he licensed the smiley out to different newspapers, then to different corporations and merchandise. He made a take care of Mars, which stamped smileys on Bonitos chocolate items, then Levi’s, which whacked it on denims. It turned out you can put a smiley on nearly something and promote it: enterprise boomed.
It may be tough to think about how such a easy icon might even be owned, however whether or not via genius or luck, Franklin had struck gold. The Smiley Firm has fielded criticism for staking a declare to one thing so pervasive, however there don’t appear to be too onerous emotions on Ball’s half. He died in 2001, however was “not a money-driven man”, in response to his son, Charles Ball, who instructed the Worcester Telegram & Gazette: “He used to say: ‘Hey, I can solely eat one steak at a time, drive one automotive at a time.’”
To Loufrani it issues not who was first mover within the genesis of the smiley; the trademarking itself was tantamount to a artistic act. “He invented it within the sense that he invented the enterprise mannequin of creating smiley a model,” he says. “Apple, Adidas, Puma, Fred Perry… a whole lot of logos are quite simple designs. It’s not about who got here up with the design, it’s about who determined to construct a enterprise out of it, to make it common and to create values round it.”
But simply as the usage of the smiley in artwork, trend and design has ebbed and flowed with social and aesthetic developments, the Smiley Firm’s cycles of success have at all times relied on forces that exist exterior it. Franklin rode these wave after wave. He was unfazed by the shifting semiotics of a once-corporate feelgood emblem into one thing usually fairly subversive. It was shrewd of him to not grapple for whole management over its that means. If something, because the smiley was woven into the tapestry of Twentieth-century popular culture, it boosted gross sales. At first the smiley was designed to ship a easy feelgood hit. It quickly grew to become entwined with anti-war and anti-establishment sentiments – one {photograph} from the Seventies exhibits peace protesters assembled in smiley formation. One other depicts an American soldier in Vietnam with a smiley sticker slapped on his helmet. In 1986, the artist Dave Gibbons depicted the smiley at its darkest, when he designed the paintings for Alan Moore’s comedian guide, Watchmen. The duvet depicts the smiley with a single drop of blood trickling throughout its clean, yellow face.
When it got here to the enterprise of promoting smileys, nonetheless, it was the start of acid home that despatched gross sales stratospheric. The smiley first permeated the membership scene after the designer Barnzley Armitage made a run of smiley T-shirts. The DJ Danny Rampling purchased one and began carrying it in Ibiza. When Rampling launched his membership evening, Shoom, in London, in 1987, a flyer design featured smileys raining down it like ecstasy drugs. Quickly the smiley was reborn as a logo of utopianism for a brand new era of ravers. In 1989, when the UK was within the midst of the second summer time of affection, Franklin’s enterprise hit peak smiley. Loufrani was an adolescent on the time. He’d hear in regards to the offers his father was making. “The numbers have been fairly stunning,” he tells me. “I used to be seeing smiley merchandise in all places. He made one take care of an organization to supply one thing like 40 million badges.”
This explosion of smiley tradition was short-lived. By the point Loufrani took over, in 1996, the enterprise was, as he places it: “burnt out… crap… meaningless. Smiley was useless”. Rave tradition had been tarnished by unfavourable press and scaremongering about drug use. The licensing offers disappeared as rapidly as they got here. “The bias grew to become the excuse,” says Loufrani, “however the fact is the smiley was oversaturated. It simply wasn’t one thing individuals needed any extra.”
Loufrani was decided to rebuild the household enterprise. His method was completely different to his father’s. Suppose “world way of life model” versus purveyor of flea market tat. He started trademarking the smiley world wide (a notable exception being the US, the place the Smiley Firm settled out of court docket following a 10-year authorized battle with Walmart, which makes use of the brand in its promotions). Loufrani additionally developed digital iterations of the smiley that could possibly be licensed out, equivalent to graphic emoticons. He tinkered with the design, and tried out new variations with a 3D impact. Franklin wasn’t satisfied. “He was shouting at me, saying, ‘Why are you altering my smiley?’ says Loufrani. “I at all times say: think about you have been the son of Hugh Hefner and he requested you to relaunch Playboy, and also you drew Bugs Bunny. It was like that.”
Simply as a fleeting cultural nostalgia for the Seventies noticed the smiley mainlined into the rave scene, it might take one other wave of the sentiment to deliver the smiley again into up to date consciousness. By the late noughties, the 80s have been again in vogue. Loufrani – who beforehand labored with the designer Ozwald Boateng and at all times had a watch on the posh trend markets – negotiated collaborations with the likes of Moschino, Armani and Supreme. His imaginative and prescient was to reposition the Smiley Firm as a heritage model, and the tradition was shopping for into it. Most of all that straightforward method – product + smiley = sale – held true.
The second Loufrani actually knew the Smiley Firm was again on prime, he tells me, was when the picture featured within the opening ceremony for London’s 2012 Olympic Video games. To the tune of Blue Monday, by New Order, a whole lot of dancers assembled into an enormous smiley, whereas big inflatable smiley orbs rolled across the area. “All of the sudden on the highest stage, from the British authorities who have been organising the Video games, the smiley was accepted as a part of your heyday as a nation. It was embraced.”
So what does the smiley imply at present? For Fraser Muggeridge, a graphic designer who has used the smiley in his work with artist Jeremy Deller (independently of the Smiley Firm), it stays a “common image” for enjoyable. “Nobody goes, ‘Oh, I don’t just like the smiley face’.” he says. “It doesn’t have any unfavourable connotations. I believe it’s up there with non secular iconography.”
Nonetheless, he was shocked to find that the picture nonetheless has the facility to impress. When he and Deller have been requested by Somerset Home to supply a flag to fly above the constructing for its Utopia 2016 season (to mark 500 years because the publication of Thomas Extra’s seminal textual content), they inevitably landed on the picture. At first, Somerset Home was uneasy. “They have been initially involved because of the smiley faces’ affiliation with acid home, rave music and leisure medication,” he says. “However as soon as the flag was up and folks began taking footage of it and seeing it as a optimistic image, it stayed up for 2 years.”
Muggeridge himself remembers the smiley lengthy earlier than the start of rave. “Within the late Seventies and early Nineteen Eighties I used to go to Sunday college and we’d get smiley stickers to stay in our Bible that mentioned: ‘Jesus loves you’,” he tells me. “That’s a very completely different vibe to acid home. However the cause I believed it was good is that it at all times works.” He finds it unusual that anybody can personal the trademark to it. “Anybody can draw it themselves, make tweaks to it,” he says. “So in that sense it’s fairly democratic.”
For Chelsea Berlin, an artist and writer of the guide Rave Artwork, the smiley has turn into a type of icons that has “smashed its method” via tradition. “As quickly as you set the smiley face on one thing individuals assume it have to be cool, hip, or associated to rave tradition,” she tells me. “Folks nonetheless assume that even now, but it surely’s seen as a historic merchandise slightly than a robust countercultural drive.” The commercialisation of the smiley by the Smiley Firm, she tells me, mirrors the trajectory that dance music has skilled because the late Nineteen Eighties – subsumed into the mainstream and offered again to us. So what occurs when a picture just like the smiley is dominated by a enterprise just like the Smiley Firm? “It turns into Disney,” she says.
The Smiley Firm could also be a multimillion pound operation, however at its coronary heart is a fragility. Not like Disney – one in every of its main rivals within the licensing sector – it doesn’t deal in a mess of characters or worlds from its artistic catalogue. It doesn’t actually make something in any respect. It’s simply that straightforward smiley – and its worth depends upon a cultural consensus that’s at all times in flux. As Michael Cherman, founding father of streetwear model Market, which has partnered the Smiley Firm to supply a variety of merchandise, tells me, the problem for the Smiley Firm will at all times be methods to preserve it “as iconic as it’s now”. Loufrani is aware of they need to be artistic. For him, the large concern is at all times that the corporate will find yourself again the place it was within the mid-90s. “We have to adapt the smiley to the zeitgeist, to make it related,” he says.
But in an period of infinite replication, when photos and logos might be shared and reimagined on-line immediately, there’s at all times the chance that the smiley might tackle a lifetime of its personal, leaving the Smiley Firm in possession of a picture in whole opposition to its values. A mass-produced smiling face is already visible fodder for artists, a lot of whom have subverted its that means, usually to lift questions on conformity and consumerism. Banksy, for instance, has positioned smileys on the faces of armed police and the grim reaper. For probably the most half, artistic use serves to strengthen the smiley as one thing iconic, expansive. However what’s to cease it being co-opted by darker forces? Pepe the Frog, an harmless character from an online comedian, was appropriated by far-right teams and is now thought-about a hate image. Yellow and black Fred Perry polo shirts at the moment are a uniform for the Proud Boys, which led the model to halt gross sales of it within the US. It could have been fleeting, however in the course of the pandemic, the anti-mask motion #SmilesMatter inspired its followers to put on a smiley badge to sign their views.
As I depart smiley HQ, I put this to Loufrani. Is he afraid that someday, individuals will take a look at the smiley and see one thing unfavourable, disagreeable… unhappy… staring again at them? He’s philosophical. Like his father, he is aware of that the facility of the smiley lies in it getting used in any respect – even when the sentiment is ambiguous, or subverted. “It’s the identical between our smile and a human smile,” he says. “It could imply various things to individuals. If somebody smiles at you, you don’t know what’s on their thoughts. You would possibly learn it as pleased… however they could possibly be imagining you falling off a cliff.”
