The checkerboard logo associated with Ralston Purina is one of the most recognizable symbols in American agriculture. Its origins date back to 1904, when company founder William Danforth adopted the distinctive pattern for his animal-feed business.
From Childhood Clothing to an Agricultural Trademark
The story of the checkerboard begins with Danforth himself. As a child, he often wore clothing made from checkerboard-patterned fabric. It is not known with certainty whether the pattern was chosen out of necessity or simply because his family liked the design. Whatever the reason, Danforth developed a lasting appreciation for the distinctive pattern.
Years later, he saw an opportunity to put that familiar design to work in the growing agricultural feed business.
Making Animal-Feed Bags Stand Out
In 1904, Danforth began using the checkerboard pattern on the burlap bags used to package his animal feed. At a time when agricultural products competed for attention in a crowded marketplace, the bold pattern gave the company’s feed bags an immediately recognizable appearance.
The idea was simple but effective: make the product easy for farmers and livestock producers to identify. The checkerboard became more than a decorative design—it became a visual representation of the company itself.
Checkerboard Square
Danforth’s enthusiasm for the pattern extended beyond the company’s packaging. He named the company’s headquarters Checkerboard Square, further cementing the design as part of the organization’s identity.
Over time, the checkerboard became closely associated with Ralston Purina and its long history in American agriculture. What began as a distinctive pattern inspired by Danforth’s childhood clothing ultimately developed into one of the best-known visual identities in the agricultural feed industry.
The story is a reminder that some of America’s most recognizable agricultural brands grew from surprisingly personal and practical beginnings. In this case, a childhood pattern became a marketing innovation, a corporate identity, and a lasting symbol of American agriculture.
American Agriculture History Minute
This story was featured in Mark Oppold’s American Agriculture History Minute.
For more historical stories about the people, companies, innovations, and traditions that shaped American agriculture, be sure to listen to the full American Agriculture History Minute.
Mark Oppold explores important people, businesses, inventions, and moments from America’s agricultural past through the American Agriculture History Minute.