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Case Candy and the “Boob” Logo

Here's the older warranty card/hangtag. Note the address-Chicago, 46, Illinois. No zipcodes back then-not until '63.

This is the manual that I believe they used starting in late 64. It has a zip code in the address and the "boob" logo

I recently acquired (fancy word for bought) a 64 ES-345 that is mint. It was owned by that guy in your band who won’t let anyone touch his guitar-EVER-and wipes it down and puts it in the case between sets. The guy who spends more time polishing it than practicing and the guy who nearly is brought to tears when he gets a ding…IN THE CASE.  Well, I bought it and he sure kept it nice and clean. He also kept all of the so-called “case candy”. Well, just what was in there when the guitar came home from the music store back in 64? I can’t say this one has every little thing but it’s got a lot of stuff. And it’s messed up my dating system a little because that odd logo that looks like a breast or a finger bending strings is on the owners manual. I thought it came into being later than 64 and possibly as late as 68 when they started putting it on the pickguard but I’m wrong. A little amateur sleuthing has brought me to a different conclusion. I came across a warranty card with the boob logo that has Gibson’s address on it (so you could send in the card). But (and you have to be old to remember this) it had a zone number instead of a zip code. That’s right, kids, we didn’t always have zip codes. When I was a kid, I lived in Scotia, 2, New York. Then, in 1963, when the zip code was announced, I lived in Scotia, New York 12302. If we assume that Gibson instituted the zip code more or less on time, that logo could have been introduced as early as 63 or 64. I have no reason to believe the case candy for this 64 is anything but original and there’s that logo. So, what was in there when it was new. naturally, there was a polishing cloth.  There was an instruction sheet for the humbucking pickups, an instruction sheet for the ABR-1 bridge, an instruction sheet for the Varitone all in a little manila envelope. The were simply printed black text on plain white paper with rudimentary diagrams. There was a little yellow screwdriver for adjusting your intonation screws and pole pieces. There was a general instruction manual and there was a warranty card/hangtag. I don’t recall there ever having been a truss rod wrench, although they include one now. There was a strap-usually brown or black leather and kind of useless but we all used one. Next post will show you the rest of the stuff that they put in the case including the humbucker instructions, the Varitone instructions and the ABR-1 instructions. I also found some cool pictures of some Gibson “accessories” like polish, straps and strings and other goodies from back in the day. I’ll do individual posts in detail with a timeline of the hangtags once I complete my research. There’s a lot of inconsistency but what else is new.

This is the older style hang tag. I'm not sure when they started this design but I've seen it as early as 1961. This one has no zip in the address and is from a 62 ES-345

This is the hangtag from the 64 ES-345 I talk about. It doesn't have a zipcode in the address but the manual does that was in the same case. My guess? They had new manuals and cards printed up and used up the old ones first. That, after all, is the Gibson way.. The logo is about as early as I've seen it.

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