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Skylar Johnston Dr. Suter SOC 338X 19 May 2019

America’s Universal Glue: An Artifact Study of Duck Brand Duct Tape

Duct tape, known to the majority of backwoods hillbillies as the “universal glue”. This universal glue takes up many brands, colors, and sizes. Not only is its overall physical structure extremely versatile, so is its history and functionality. In this paper, there will be an in-depth examination of Duck Brand duct tape through a four-step process. The object will be identified through its physical appearance, authenticity, development, and history. It will then be evaluated through how aesthetic it is in general and compared to the product Gorilla Glue duct tape. There will then be a cultural analysis, which includes various functions involved with duct tape. The last step will include the interpretation of the object and how it is valued in society. This series of steps will give insight to the material culture aspect the artifact and will allow individuals to develop a greater knowledge of the artifact.

Towards the end of 1942 a woman by the name of Vesta Stoudt received letters from her sons in the army detailing their problem with the current tape being used on their ammunition boxes. Stoudt was an employee at the Johnson and Johnson company, so she took her knowledge from working with bandage tapes and got to work with solving her sons’ problems. The resulting product is known today as duct tape, or is it duck tape? During this time period, this artifact was known as duck tape because of the cotton duck material used to attach the adhesive to. This material was also rumored to be waterproof, much like the animal. Once the patent was in place, the duct tape was being made by the government. In 1943, duct tape was army green, so that it would blend into the army equipment. Shortly after Melvin A. Anderson Company was allowed to produce tape in 1950, the color of duct tape changed from army green to its classic silver color Johnston 2 to match its newly developed function: wrapping duct work (See Figure 1). This is when the name change occurred. The new function influenced the new association of duct work and thus is modernly known as duct tape. (Ganninger) (Steven) (“How Duck Tape® Was Named”) (Hiskey)

About 20 years later, Jack Kahl bought out Melvin A. Anderson Company and changed the name to Manco, Inc (See Figure 2). Not only were company names changed, the wrapper on the packaging was changed to black. Shortly after the switch, the packaging was also changed to the current green color that we see on the Duck Brand packaging today. This was the first time that packaging of duct tape was angled at retail. In 1980, Manco, Inc. created their first of many duck logos and changed the common pronunciation of duct tape to the original version of duck tape. While this logo was not advertised on their packages it was still used to show case advertisements of their new colored duct tape. Their first duck logo debuted in 1984. It was a simple illustration of a yellow duck surrounded by a green circle with the words “The ‘Original

Duck’ Tape” in yellow lettering (See Figure 3). Within that same year, the mascot Manco T.

Duck was born (See Figure 4). The logo was updated again the following year to a duck that was cutesier and appealing to the consumer (See Figure 5). At the end of the 20th century, Manco,

Inc. added on Henkel products, such as Henkel’s Loctite consumer products and LePage products, through a merger of the American and German companies that started in 1997. These product names were also included on the bottom of their logos (See Figure 6). (“How Duck

Tape® Was Named”) (Zawacki)

At the turn of the 21st century, Jack Kahl retired from the Manco, Inc. and passed on the position of CEO to his son, John Kahl. Within two years of taking on the position of CEO, the mascot was changed to Trust E. Duck (See Figure 7) to give the impression that their tape was in fact “trustee.” In 2003, Manco, Inc. went under a company name change again and is now Johnston 3 currently named Henkel Consumer Adhesives. With the merging of these two companies, there was a change in production style to mass production. Also, while undergoing the name change, the company changed the logo again to the one that people currently see on their products today

(See Figure 8). Since 2003, not many things have changed with the product other than one more company change to ShurTech, LLC. It now has an assortment of patterns, colors, scents, and functions. The “classic” colors today are silver and black. The artifact that will be specifically focused on with this brand is the silver colored Duck Brand duct tape. (“How Duck Tape® Was

Named”) (Zawacki)

With the history of duct tape laid out in the previous paragraphs, the next question may be ‘Well, what is this “duct tape” that you speak of?’ Duct tape is essentially industrial tape. Its has been used in the army to repair vehicle, boots, airplane gear, and much more. Its durability is a result of the three main materials used in the duct tape itself: adhesive, duck cotton, and poly film. The adhesive starts as two smaller components: a rubber block and yellow sticky resin pellets. Both are placed in a machine called a banberee, where they are mixed together to get the consistency of dough. The mixture is then transferred to the sigma where it is heated and mixed further. Large rolls of duck cloth and poly film are then both fed into the calendaring unit where the adhesive coats them. Not only does the adhesive allow for a sticky surface to hold the tape on objects, it also serves to hold the cloth and waterproof poly film together. The result from the last step is a large roll a duct tape that must be further separated into the size that is seen in the stores.

(“How Duck Tape is Made”)

Duck Brand tape comes in many different lengths and widths. Looking at just the silver rolls of tape, there are roughly seven different sizes. The width of the tape can come in two sizes:

1.88 inches and 2.83 inches. The length of the roll can be anywhere from ten to sixty yards in Johnston 4 length. The typical thickness of the tape also ranges depending upon the said “strength” of the specific roll. For example, rolls that are designated max strength have a much thicker structure than those that are considered original, or average strength. The material and thickness of the tape makes it easy to use. There are divots throughout the poly film that allow for easy tearing.

The tape itself is extremely compliable and has the ability to be used on any surface. The overall form of the Duck Brand duct tape is a design that is original to the Manco, Inc. company itself.

The design hasn’t changed since the beginning of its production. (“All Purpose Duct Tape”)

Duck Brand tape has an overall smooth feeling and finish. When using it around the home, its cylindrical shape can make it easier to hold. If you have smaller hands like myself, you can easily place the roll around your wrist to allow for both of your hands to be free. It is also easily tearable, which is also convenient when try to do more than one thing at a time. With the brand coming out in multiple colors, it makes it easier to match the tape to the surface that you are applying it to. The overall structure of the roll is aesthetically pleasing due to its ease of use.

The texture and ability to adhere and blend into any surface is also pleasing. It allows for multiple uses because it is easy to hide. When looking at the label of the roll, it is very simple.

The logo is present on each side of the wrapper and just simply has the size of the roll along with the strength. This simple design allows for easy understanding and reading of important information, and if you wish to seek more about the product, the inner cardboard lining will tell you the address of the company and what the uses can be.

Duck Brand has many competitors, such as the company Gorilla Glue. While Gorilla

Glue focuses more and is more widely known for its glue, it has released its own line of duct tape. The colors for Gorilla Glue duct tape are currently only white, black, and silver, while

Duck Brand has a multitude of colors and patterns, which showcase some famous characters. Johnston 5

Duck Brand also offers different levels of strength in their duct tape. When comparing rolls in the store, I happened to look at the max strength duct tape instead of the original strength. The difference in strength is related to the durability of the tape itself. Gorilla Glue only offers one strength.

Looking at the rolls of tape, there is a notable difference in the thickness of the tape.

While the tape rolls themselves are the same size in diameter and circumference, Gorilla Glue looks to be about one and a half times thicker than both the ordinary and max strength Duck

Brand duct tape. The labels support this evidence by saying that the Gorilla Glue duct tape is

1.88 inches by 35 yards and that the Duck Brand tape is 1.88 inches by 45 yards. There is also a difference in appearance on the labels. Not only is the Gorilla Glue label orange and silver, it also has much more writing. The writing states that their tape can “grip any surface” and is

“extra thick, and extra stick.” The outer label also has the manufacturing address and the Gorilla

Glue logo. The Duck Brand label for the maximum strength tape was black and clear. The outer label had relatively no wording other than the size of the tape and the website information. (See

Figure 9)

Moving to the center cardboard center of the cylindrical tape rolls, both companies seem to accommodate other languages by placing a Spanish translation of everything listed on the label. Other than that, they have many more differences. The Gorilla Glue duct tape has a very simple center that only lists the company website and states that the tape cannot be used for a substitute to electrical tape. The Duck Brand duct tape has a much more detailed center. Their company address is listed on the inside along with what the uses are. It details certain temperatures at which the tape cannot be used after and that certain situations will require the customer to contact a person from the company to see if it is safe. Johnston 6

The differences between the tapes not only have to do with the physical looks of each roll but also the displays and prices. The Gorilla Glue display box sets itself apart automatically due to the graphics (See Figure 10). The box shows a large gorilla hand holding the roll of tape almost in offering. It is surrounded by leaves and an orange background color. The box also has words littered all over it, much like the label on the tape roll. The words state some of the pros of the tape and what the color of the tape is. The Duck Brand display box is very basic (See Figure

11). Its overall the same shade of the label, so if its maximum strength then it is all black and if its original strength then its all green. The box lists the size and color of the rolls it contains also.

The logo of the Duck Brand is very small and centered across the tope of the box. It follows its tape label’s simplicity. Finally, the last difference is the price. The Gorilla Glue duct tape is priced at $8.47, while the Duck Brand max strength duct tape is priced at $5.12. Since Gorilla

Glue is newer to the game of making duct tape, it appears that they are trying to catch people’s eye by making everything a vibrant orange and listing the pros of their products in flashy lettering on their displays. With the combination of both simplistic design and low prices, the

Duck Brand appears to be much more confident in its sales and reputation. They seem to have a steady customer base, since they aren’t going out of their way to make flashy displays like

Gorilla Glue.

In the previous paragraphs, there have been some intended functions of the duct tape roll listed, such as use on army equipment and duct work. Duct tape can be used on almost any surface around the home. I have witnessed my father use it to wrap small wires, place it on chairs that have tears to hole the two halves together, and use it as a form of painter’s tape. While the initial use was for ammunition boxes, it has definitely proven itself for many other utilitarian uses. I have used duct tape in my own dorm room to hang things on the walls and to fix things Johnston 7 that I may or may not have damaged. While duct tape has moved into the home, it still has a place in the fast-paced factory lifestyle. My father also works at a large Volvo factory, where they use very large rolls of silver duct tape to tape papers to the outsides of trailers and truck cabs. Sometimes he brings home these industrial size rolls of tape, which can show just how many different sizes and types of duct tape there are. (“How Duck Tape® Was Named”)

Over time, there have been many more unintended uses developed for this artifact. From duct tape flowers to hammocks, duct tape has seemingly become every DIYer’s dream material.

Duck Brand duct tape’s multitude of colors allows for colorful creations, such as duct tape purses. This specific function is trending through the younger generations, particularly those in middle school. Any shade of tape can be used to create strips of duct tape by taping two pieces together. To form each side the pieces are then weaved together to form a pattern of alternating colors. The weaved sides are then taped together, and a handle can be added onto the top by making another strip and placing a small piece of tape at the end to adhere it to the sides. Having made one of these myself, the ease of the process and the low price is what makes this project so appealing. The durability of these purses are extremely impressive. I made one roughly seven or eight years ago and it is still fully intact, despite the brutal use it went through. It is also appealing that these things can be created and given as gifts. Many times in middle school I was gifted different kinds of duct tape flowers and bracelets. (Butler)

Another large area of duct tape DIY is jewelry. These are made in a very similar way to the purses. While I have no experience making necklaces, earrings, and bracelets myself, I have seen them. Two strips of tape are placed together and then from there it depends which track you decide to take. The earrings appear to be pretty simple. Before fully placing both pieces together, the metal hook must be placed on one sticky side of the tape, so that it can be held in place by Johnston 8 both pieces. Then you can take scissors and cut out designs, make fringe, or simple layer other shades of tape on top in different shapes. If you choose to make a bracelet, then you can utilize other household items such as paper towel cardboard cylinders. The duct tape is simply wrapped around the cylinder and then the cylinder can be cut to the optimal size. A slit can be cut to allow you to place it on your wrist. Duct tape can also just be used to simply decorate items such as notebooks, floors, and other flat surfaces. (Butler)

When thinking of duct tape in the context of factory life, or even home life, it is easy to see why it is so appealing to our society. High value is placed on efficiency and quickness to solve a situation. Duct tape is not only cheap and easy to use, but it also allows for quick temporary fixes that last longer than most other temporary fixes. As long as you have a roll of duct tape, you can continue to push off fixing an item until it is convenient. Duct tape allows for time and works with your schedule. Its also easy to transport, which is also highly valued because as a society, we travel a lot. Like it is listed on the labels, duct tape is able to adhere to almost any surface, which allows for versatility. A small roll of tape can be used for anything and with our society looking to compact things as much as they can to preserve space, it is definitely another benefit. Duct tape isn’t limited to one age either. I believe that is why it is so successful. People from older generations can use it just as easily as people from younger generations. While they may use it for different things, it is still just duct tape.

Over the years, Duck Brand has maintained its reputation and demand because of its versatility and efficiency. It has found a home in many of our households and companies and will continue to integrate across the nation. While it has had some pretty close competitors, such as Gorilla Glue duct tape, it still comes out ahead and with confidence. The brand itself is still growing and producing new products every year and with that, the DIYers are progressively Johnston 9 finding new ways to utilize their products. While the company may expand its horizons and adventure into different products, it will still always be known for its life changing product: duct tape.

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Appendix A: Figures

Figure 1. The Duct Tape Roll Figure 2. The Change from Melvin A. Anderson to Manco https://i5.walmartimages.com/asr/ https://www.duckbrand.com/about

Figure 3. The First Duck Logo Figure 4. Manco T. Duck https://www.duckbrand.com/about https://www.duckbrand.com/about

Figure 5. The Second Duck Logo Figure 6. The Logo After the Addition of Henkel Products https://www.duckbrand.com/about https://www.duckbrand.com/about Johnston 11

Figure 7. Trust E. Duck Figure 8. The Newest Logo https://www.duckbrand.com/about https://www.duckbrand.com/about

Figure 9. Duck Brand Tape and Gorilla Glue Tape Figure 10. Gorilla Glue Display Box Image taken by Skylar Johnston Image taken by Skylar Johnston

Figure 11. Duck Brand Display Box Image taken by Skylar Johnston

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Works Cited

“All Purpose Duct Tape- Silver 1.88 in. x 45 Yd.” Duck Brand, ShurTech Brands, LLC, 2019,

www.duckbrand.com/products/duck-tape/the-original/silver-188-in-x-45-yd.

Butler, William. “33 Awesome DIY Duct Tape Projects and Crafts.” DIY Projects for Teens, 3

Oct. 2018, diyprojectsforteens.com/duct-tape-projects/7/.

Ganninger, Daniel. “Should It Be Called Duct Tape or Duck Tape?” Knowledge Stew, 27 Apr.

2017, knowledgestew.com/2017/04/called-duct-tape-duck-tape.html.

Hiskey, Daven. “Duct Tape Was Originally Named ‘Duck’ Tape and Came in Green, Not

Silver.” Today I Found Out, 20 Feb. 2010,

www.todayifoundout.com/index.php/2010/02/duct-tape-was-originally-named-duck-

tape-and-came-in-green-not-silver/.

“How Duck Tape® Was Named.” Duck Brand, ShurTech Brands, LLC, 2019,

www.duckbrand.com/about.

Steven, Emma. “Meet the Determined Woman Who Invented Duct Tape.” Content Lab - U.S.,

Johnson & Johnson Services, Inc., 8 Feb. 2018, www.jnj.com/our-heritage/vesta-stoudt-

the-woman-who-invented-duct-tape.

Zawacki, Michael. “Henkel Takeover Hasn't Ruffled Manco's Feathers.” Henkel Takeover Hasn't

Ruffled Manco's Feathers, Avon, Ohio, 21 Feb. 1999,

www.avonhistory.org/org/manco.htm.

Duck Brand. “How Duck Tape is Made.” YouTube. YouTube, 3 January 2012. Web. 22 May

2019.