In late 1937, Prof. Hadanck, who would design the company’s 100th anniversary catalog, redesigned the Pelikan logo.

The artist proposed four draft designs to Fritz Beindorff, the owner of Günter Wagner. All original draft designs had three chicks in the nest. Beindorff could “bring himself to agree to one of the young birds being thrown overboard” from the point of view that “even the three remaining chicks are still too close together and difficult to make out, especially when reduced in size”. Though he was satisfied with their modernization and close resemblance to the old logo, Beindorff thought that the clear “distinction between background, nest and bird” was important. Finally he accepted the new two chicks logo (right).

The logo remained unchanged for the next 65 years (in 2003, the logo was altered and modified).