In 1872, the ambitious Benjamin, not yet 17, boarded a ship in Queenstown and emigrated to New York. He settled in Brooklyn, where he quickly found work as a paint salesman.

This is how the story of one of the greatest visionaries and innovators in the paint industry began, who together with his brothers created a perfectly recognizable brand associated with the highest quality. A brand that sets the directions of development.

Young entrepreneurs started their business with capital of $2,000.

Despite some difficulties, in the first year the brothers made a clear profit of $2,000 - 100% on the original investment.

Unfortunately, in the spring of 1884, a fire turned the building into ashes. Fortunately, all employee escaped, and as befits a leader, Benjamin Moore was the last to leave.

Determined, Benjamin returned to business in just three days, this time in a new location on Water and Adams Street, also in Brooklyn.

The business of Moore Brothers continued to expand. Such appeared to be the Company's potential for the future that, a group of Benjamin Moore's friends recommended the incorporation of the enterprise. 

Accordingly in 1889, a New York corporation was formed, capitalized at 100 000 $. The first of board of directors was composed of Benjamin Moore, Robert M. Moore, William P. Talbot, George L. Gould, and Charles H. Bergmann.

Thus within six years of the time when he first established his own business, Benjamin Moore had considerably expanded the organization. In its first year, the new corporation increased its sale by approximately 100%.

In 1892, Benjamin Moore launched MURESCO, superior calsomine paint, available in white and a palette of 18 colors. This product was also available in form of powder, but required the addition of hot water.

MURESCO paint included valuable Irish Moss found in the waters of the Atlantic Ocean, finely ground special clay and additional secret ingredients.

The new product for painting walls and ceilings was absolutely unique for its time and quickly became a real sales hit.

It was his custom to carry a stub of pencil with which he would jot down on odd scraps of paper such new ideas for products and formulas.

It is difficult to clearly identify the first official logotype of Benjamin Moore & Co. Everything indicates that it was developed in 1917 by the company's advertising agency.

The new logotype took the form of three pyramids, the three sides of which symbolized the legendary, basic values referred to as the "Three I PRINCIPLES". It was formed by the first letters of the words: "Intelligence", "Industry" and "Integrity". The specific arrangement of three pyramids also refers to the initial of the company name - "M".

Soon, the company's employees began using the term "three triangles" to refer to the modified version of the mark, which, however, did not please the new president. According to his vision, the three sides of the pyramids identified the three main principles of Benjamin Moore & Co.

The concept of "Three I's" has been adopted as the main principle of the company in terms of customer service, suppliers and the way employees are treated. These values, now well known as Leadership, Innovation and Premium, legendary Quality, are still extremely important to the Benjamin Moore & Co. concern.

In 2002, a new version of the logotype was developed, which until 2023 remained the basic form of brand identification and its communication with Business Partners and Customers.

This is the latest version of the trademark introduced on the 140th anniversary of the brand.
Benjamin Moore & Co. decided to recall the legendary values established by the founders, slightly changing the proportions between the two basic elements of the logotype.
The enlarged signet ring dominates the remaining verbal part of the sign.