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Abstract

On January 14, 2002, the consultancy firm Interbrand announced that it had partnered with the Hallmark Corporation in order to create a name and an image for Hallmark’s new line of products with Maya Angelou. This line, the “Maya Angelou Life Mosaic Collection,” allowed her “inspirational messages [to] appear on cards, mugs, pillows, picture frames, wind chimes, candle holders—a total of about 60 products” (Mehegan).¹ “To give shape to the brand idea and to the name of the line, we referred extensively to Dr. Angelou’s own themes,” said Julie Cottineau, Director of Naming at Interbrand. “Life Mosaic is a perfect metaphor for Dr. Angelou’s philosophy,” she continued. “The beauty of a mosaic is that it is made up of individual colors, and sometimes textures. The individuality of each piece adds to the power of the whole.” The Life Mosaic Collection of objects serially reproduced her text on products that were purchased, taken home, and used in the everyday repetition of domesticity. This domesticity is even more important when we consider that the items for sale at Hallmark are traditionally seen as sentimental and unoriginal, and are frequently gendered female.²