Which retail branding innovation from the 1870s revolutionized brand identity by allowing companies to legally protect their visual identities for the first time?

Before modern branding became the sophisticated science it is today, historical retail businesses relied on various identification methods to distinguish themselves. The evolution of brand identity throughout history reveals fascinating insights into how merchants connected with customers before mass media and digital marketing. This trivia question explores a pivotal moment in retail brand identity history that transformed how businesses represented themselves to consumers.

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The first registered trademark legislation in the US (1870 Trademark Act)
The invention of the neon sign by Georges Claude
The first retail catalog published by Montgomery Ward
The standardization of store signage in European merchant guilds