A. Bernie Wood Papers
name: label: Creator
content: Wood, Arthur Bernie, 1921-1986
topic: label: Topic
content: Restaurants
label: Topic
content: Trademarks
label: Topic
content: Patents
label: Topic
content: advertising
label: Topic
content: Franchises (Retail trade)
acqinfo: label: Provenance
content: The collection was donated by Rayne Ann Wood, daughter of A. Bernie Wood, on February 25, 2007.
creator: label: Creator
content: Wood, Arthur Bernie, 1921-1986
setName: label: See more items in
content: A. Bernie Wood Papers
abstract: label: Summary
content: A. (Arthur) Bernie Wood (1921-1986) was an advertising designer, consultant, and inventor actively involved in the development of the restaurant franchise industry in America during the 1960s and 1970s. Particularly notable is his work with marketing, promotion, and merchandising for the McDonald's Corporation during its formative years.
bioghist: label: Biographical / Historical
content: Arthur Bernie Wood (1921-1986) was born in Council Grove, Kansas. Wood graduated from Central High School in Kansas City, Missouri, in 1939 and subsequently attended several junior colleges and business and trade schools. Wood held a variety of positions in typesetting and lithographic services from 1940 until military service in the United States Navy (1942-1945). In the Navy, Wood served as a Laboratory Technician, 1st Class Photographic Specialist at the Naval Air Station, Glenview, Illinois. While in the Navy, Wood produced patentable material for a photo-litho process for instant printing techniques through photosynthesis. After being discharged from the Navy, Wood worked for an art studio that serviced advertising agencies. This work involved reproduction art, direct mailing services, mail order books, and newspaper art for Marshall Field's. From 1958 to 1960, Wood established the A. Bernie Wood Studio in Chicago to provide finished photographic art for leading advertising and print publications and television.

In 1961, Wood founded Admart, Inc., Advertising. As the president and creative director of Admart, he created, promoted, and merchandised the new fast-food corporate image of McDonald's Carry-Out Restaurants. While working for McDonald's, Wood designed interior food service floor plans, a logotype, direct mailing materials, posters, newspaper mat campaigns, and radio taped productions (1963-1964). Wood obtained several patents--beverage cup holder (1964), candy box (1967), finger-grip food product containers (1967), and a refreshment tray-forming template (1964) and trademarks--"Chick'n-2-Go" (1968);"NEATRAE" (1967); and "Ma and Pa's Country Candy Store" (1966). Wood, and Donald Conley formed Neat Containers Associates to promote the use of "Neatrae" and license it.

In 1965, Wood founded a franchise business called Ma and Pa's Country Candy Stores in Arlington Heights, Illinois, which he owned and operated with his wife Marilyn until 1972. They also owned another unit in Long Grove, Illinois. As the director and co-founder of this franchise, Wood was responsible for creating names, trademarks, copyrights, and image materials. He sold franchise rights to others, and there were other Ma and Pa's Country Candy Stores located in the United States, especially in St. Louis. He also designed store interiors and exteriors for other clients and supervised construction. From 1964 to 1965, Wood was a freelance designer and consultant on design, marketing, and franchising issues for restaurants and drive-ins. Other corporate images designed by Wood include: Prince Castle, Neba Roast Beef, and Friar Fish's Fish and Chips. Wood expressed his goal to design an image/logo as one "that would be recognized and one that would relate to products, packaging, properties, people, procedures and promotion. Put together, these elements communicated and coordinated the corporate image."

Wood also developed the concept Dial "All Wood," the use of a memorable association of letters rather than phone numbers (255-9663) and requesting specific phone numbers from the local Illinois Bell Telephone.

Wood married Marilyn Dewar (1923-1981) on May 27, 1942, in Kansas City, Missouri. They had five children: Ronald W.; Rhonda C.; Randall S.; Rayne Ann; and Rodger L.

Wood died on April 5, 1986.
physdesc: label: Extent
content: 10 Cubic feet (27 boxes, 2 oversize folders)
unitdate: label: Date
content: 1942-2001
label: Date
content: bulk 1960-1969
dataSource: label: Archival Repository
content: Archives Center, National Museum of American History
identifier: label: Identifier
content: NMAH.AC.0962
objectType: label: Type
content: Collection descriptions
label: Type
content: Archival materials
label: Type
content: Slides (photographs)
label: Type
content: Clippings
label: Type
content: Negatives
label: Type
content: Transparencies
label: Type
content: Matchcovers
label: Type
content: Placemats
label: Type
content: Stationery
label: Type
content: Business cards
label: Type
content: Business records
label: Type
content: Advertisements
label: Type
content: Photographs
label: Type
content: Drawings
label: Type
content: Motion pictures (visual works)
label: Type
content: Design drawings
arrangement: label: Arrangement
content: The collection organized into seven series.

Series 1: Personal Materials, 1942-1986, undated

Series 2: Business Materials, 1959-2001, undated

Subseries 1: Franchise information, 1961-2001

Subseries 2: Design work, undated

Subseries 3: Reference materials, 1959-1972

Series 3: McDonald's Corporation, 1957-1985

Subseries 1: Background materials, 1963, 1985, undated

Subseries 2: Corporate materials, 1960-1984

Subseries 3: Newsletters, 1960-1964, 1983

Subseries 4: Advertising and marketing materials, 1957-1978, undated

Subseries 5: Packaging, 1964, undated

Subseries 6: Sales materials, 1963, 1964, [1972?], undated

Subseries 7: Drawings, 1960s-1970s

Series 4: Client Files, 1958-1984

Series 5: Patent and Trademark Materials, 1962-1976

Subseries 1: Patents and patent applications, 1962-1969, 1975-1976

Subseries 2: Trademarks, 1964-1970

Series 6: Photographs, Slides and Negatives, 1963-1975, undated

Subseries 1: Biographical, 1964, 1975, undated

Subseries 2: Client Work, 1963-1968

Subseries 3: Slide Presentations, 1963-1969, undated 

Series 7: Audio and Moving Image Materials, 1963, 1964, 1968

Subseries 1: Audio Materials, 1963, 1964, 1968

Subseries 2: Moving Image Materials, undated
processinfo: label: Processing Information
content: Processed by Alison L. Oswald, archivist, 2008.
genre_format: label: Genre/Form
content: Slides (photographs) -- 20th century
label: Genre/Form
content: Clippings -- 20th century
label: Genre/Form
content: Negatives
label: Genre/Form
content: Transparencies
label: Genre/Form
content: Matchcovers
label: Genre/Form
content: Placemats
label: Genre/Form
content: Stationery
label: Genre/Form
content: Business cards
label: Genre/Form
content: Business records -- 1950-2000
label: Genre/Form
content: Advertisements -- 20th century
label: Genre/Form
content: Photographs -- 1950-2000
label: Genre/Form
content: Drawings
label: Genre/Form
content: Motion pictures (visual works) -- 20th century
label: Genre/Form
content: Design drawings -- 1950-2000
scopecontent: label: Scope and Contents
content: The collection documents the post-war development of the franchise business system from an insider's view. Wood participated in almost all aspects of franchising activities from design to ownership. The materials consist of a wide variety of corporate identity elements--primarily visual--developed by Wood under contract to various corporations in the food service industry. Wood delivered his services in design concepts and graphics for advertisers and industrial firms using photo graphics and lithographic media.