Smiley

A smiley, sometimes called a smiley face, is a basic ideogram representing a smiling face.^[1][2] Since the 1950s, it has become part of popular culture worldwide, used either as a standalone ideogram or as a form of communication, such as emoticons. The smiley began as two dots and a line representing eyes and a mouth. More elaborate designs in the 1950s emerged, with noses, eyebrows, and outlines. New York radio station WMCA used a yellow and black design for its "Good Guys" campaign in the early 1960s.^[3][4][5] More yellow-and-black designs appeared in the 1960s and 1970s, including works by Harvey Ross Ball in 1963,^[6][5][7] and Franklin Loufrani in 1971.^[8][9][10] Today, The Smiley Company founded by Franklin Loufrani claims to hold the rights to the smiley face in over 100 countries. It has become one of the top 100 licensing companies globally.

There was a smile fad in 1971 in the United States.^{[11][12][4][13]} The Associated Press (AP) ran a wirephoto showing Joy P. Young and Harvey Ball holding the design of the smiley and reported on September 11, 1971 that "two affiliated insurance companies" claimed credit for the symbol and Harvey Ball designed it; Bernard and Murray Spain claimed credit for introducing it to the market.^[14] In October 1971^[8] Loufrani trademarked his design in France while working as a journalist for the French newspaper France Soir.^[8][15][16]

Today, the smiley face has evolved from an ideogram into a template for communication and use in written language. The internet smiley began with Scott Fahlman in the 1980s when he first theorized ASCII characters could be used to create faces and demonstrate emotion in text. Since then, Fahlman's designs have become digital pictograms known as emoticons.^[17] They are loosely based on the ideograms designed in the 1960s and 1970s, continuing with the yellow and black design.