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Moor Logo Described Products Not Location
When James Elbert
Sherrill, Paschal Boyd, George C. Goodman and others organized
Mooresville’s first industry, little did they know that their products
would become world famous and set a standard for goods and services
known as MOOR QUALITY.
With 5,000 spindles in
place, the production of cotton yarn began on January 1, 1894. The first
product was yarn made from local and regional cotton. The corporation
declared its first 4% dividend in 1897, followed by an 8% dividend in
1898.
By 1935 the Moor Quality
brand was well know for its Turkish Towels and ginghams.
 In
the 1940s, the corporate
logo was changed to portray the character of the product. Fletcher
Davis, photographer and artist, designed the first “Moor” quality logo
for the successful Turkish towel business. His inspiration may have come
from 15th century painting and decorative items like
ceremonial plates and tapestries. The first image was more detailed than
the second, but both portrayed a man on horseback ready for battle.
Depicting the leader
Saladin on horseback, it seemed to fit the product and was adopted by
the Mooresville Cotton Mills as its logo.
Tom McKnight, editor of
the Rounder and News Leader (later the Tribune), compared the fighting
spirit of the Moors with the fighting spirit and tenacity of the
Mooresville Mills’ management and employees. The sign of the Moor was
used by the mill as its logo until 1955 when the Burlington Industries
logo took its place.
In 1937, McKnight wrote,
“Mooresville has a Moor Theater, a Moor baseball team and a Moor beauty
shop. The origin of all this Moor business is, of course, the label
adopted by the Mooresville Cotton Mills. That label is attached to each
and every towel and washcloth produced.”
It is a coincidence that
the name of the town and the symbol of the products of the Mooresville
Mills are so similar. Moor Quality describes the products that were
manufactured in the plant, not necessarily the home of the company.
Fletcher Davis at work in
the Mooresville Mills office on South Main Street.
Courtesy of Barry Davis
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