Creating Opportunity Worldwide

The smiley face

In the early sixties State Mutual Life Assurance in the USA began a merger that had bad
effects on company morale. In 1964, State Mutual devised a friendship campaign to get
employees to smile whenever they answered the phone, paid a claim, or typed a report. The
company turned to Harvey Ball for graphic support. Ball reported that he spent about 10
minutes designing the smiley face, and he was paid $45 for it. This was the only profit that
Ball ever made from his most famous creation. Neither Ball nor the insurance company
trademarked or copyrighted the smiley face. In the early seventies the smiley face image
became a symbol for an entire generation of Americans, emerging as one of the most wellknown images in the country.
1. When was the smiley face invented and why?
2. How much was the inventor paid?
3. Was the smiley face copyrighted?

Contributed by <Teachers Name>

The British Council, 2005
The United Kingdoms international organisation for educational opportunities and cultural relations. We are registered in England as a charity.