brand style book - my cross biz · daughter, maxine. life is complicated but the only life she...

BRAND STYLE BOOK

cross GENERATIONS

GOALScross branding 04

REINVENT the meaning of Cross for the organization and its customers by leveraging

its heritage while bringing relevance, distinctiveness and humanity to the brand

EXPRESS that meaning consistently across all channels and communication vehicles

POWERFUL BRANDS ARE BUILT ON FOUR KEY FUNDAMENTALS:

Be true to your heritage

Connect in a meaningful way to your consumer

Be distinctive in your category

Be consistent in your presentation

BRAND BUILDING 05 cross branding

VIS

ION

cross THE WORLD

AT CROSS, WE BELIEVE IN DEVELOPING MEANINGFUL RELATIONSHIPS

BUILT ON TRUST WITH EACH OTHER, OUR CONSUMERS AND OUR PARTNERS.

Product quality is paramount

We act with integrity in all that we do

We take pride in valuing and investing in our employees

We offer our consumers relevant products that enhance their everyday lives

CORE VALUES 07 cross vision

TANGIBLE IMAGEcross vision 08

BY THE YEAR 2008, CROSS WILL. . .

Be known and talked about as an accessories brand

Define the pen as a “must have” accessory

Be purchased for the brand name alone

Have redefined our consumer audience to a slightly younger demographic

Have retail locations in department stores

CROSS EXISTS TO…

provide accessories that make everyday activities special for consumers around the globe.

PURPOSE 09 cross vision

BRAND DNAcross vision 10

AUTHENTIC honest, real, genuine

QUALITY craftsmanship, attention to detail, beyond expectation

RELIABLE consistent, useful, functional

RELEVANT classic, always appropriate

APPROACHABLE friendly, understandable, accessible

CONFIDENT informed, well designed

EXPRESSIVE compelling, fashionable, celebratory

REFINED special, tasteful, cultured

ST

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cross OVER

TRANSFORMING THE CROSS BRAND FROM REPRESENTING

PERSONAL WRITING TO PERSONAL EXPRESSION.

Moving from a pen manufacturer to an accessories brand

Making Cross pens relevant to consumers and their lives

Establishing a unique Cross point of view

Creating a platform for a broad product category offering

KEY CHALLENGE 12 cross strategy

PRODUCT STRATEGYcross strategy 13

CELEBRATION EXPLORATION

COMMUNICATION INTROSPECTION

creating memories

sentimental feelings

gift-giving

commemorating moments

efficiency

style

tools for facilitating business

refined instruments for today’s professional

travel

escape

getting away from it all vacations

personal journaling

letter writing

self-discovery

contemplation

authoring

personal time

diaries

MOTIVATE target consumer groups who are already active in the QWI market

to buy Cross products more frequently

TAKE QWI market share and overall shelf space away from key competitors:

Waterman, Parker, Mont Blanc

REPOSITIONING STRATEGY 14 cross strategy

REPOSITIONING TACTICScross strategy 15

FOCUS efforts on two key target segments – the Accessorizer and the Pen Aficionado who

represent 30% of the total QWI global volume and who shop more frequently and spend more

money than all other QWI consumer segments.

POSITION brand as “Pen as Accessory”, focusing products on “newness” and relevant styling

while increasing seasonal product delivery (spring and fall) to decrease product life cycles and

increase inventory turn.

GAIN control of brand and merchandising presentation through updated fixturing, catalog,

e-commerce and Cross retail stores to differentiate the brand, at retail, from competition.

LAUNCH select and appropriate brand extensions to gain share of dealer inventory dollars

and target consumer spending.

OPPORTUNITY Represent 21% share of the global QWI market

DEMOGRAPHICS 54% Male

46% Female

Age target 25-54 (sweet spot 25-34)

Educated, 45% are college graduates

Primarily married (59%)

Employed full time (65%) – likely in a management/professional position

PSYCHOGRAPHICS successful

stylish

sophisticated

fashion conscious

modern/contemporary

independent

elegant

educated

trend setter

TARGET AUDIENCE accessorizer 16 cross strategy

TARGET AUDIENCE accessorizer cross strategy 17

PEN SHOPPING HABITS Purchase writing instruments in retail environments including: office supply stores,

mass merchandisers, high-end and mid-tier department stores and specialty stores

Purchase an average of 2.37 QWIS annually

Purchase QWIS as gifts and as a self-purchase

Believe it’s important to own a QWI

Find packaging important in their gift purchase decisions

Look for pens that make great gifts, enhance appearance (like jewelry),

come from a recognizable brand, and are distinctive and recognizable by others.

BRAND PERCEPTIONS Believe Mont Blanc and Cross to be the most appealing QWI brands

(over Parker and Waterman)

Believe that Cross is “A brand for someone like me”

(continued)

OPPORTUNITY Represent 6% share of the global QWI market

DEMOGRAPHICS 56% Male

44% Female

Age target 25-54 (sweet spot 25-34)

Educated, 46% are college graduates

Primarily married (63%)

Employed full time (72%) – in a business role whether administrative,

manager or professional

PSYCHOGRAPHICS confident

successful

exciting

elegant

gadget-lover

affluent

trend-setter

TARGET AUDIENCE pen aficionado 18 cross strategy

TARGET AUDIENCE pen aficionadocross strategy 19

PEN SHOPPING HABITS Purchase writing instruments in a variety of retail environments including,

but not limited to, office supply stores, mass merchandisers, high-end and

mid-tier department stores and specialty stores

Purchase at mass, on line, or at a pen specialty or book store more often

than the Accessorizer

Purchase an average of 3.10 QWIS annually

Purchase QWIS as gifts and as a self-purchase

Believe it important to own or use a QWI

Find packaging important in their gift purchase decisions

Seek QWIS that are collectable, multi-functional, contemporary/innovative

and too expensive for the average person

BRAND PERCEPTIONS Believe Mont Blanc and Cross to be the most appealing QWI brands

(over Parker and Waterman)

Believe that Cross is “A brand for someone like me”

(continued)

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CROSS IS...

a lifestyle accessory brand that celebrates self-expression and makes the everyday special.

POSITIONING 21 cross creative platform

SOUL OF THE BRANDcross positioning 22

Each and every one of us deserve the right accessory. The most perfect, the most true.

An accessory that speaks volumes, whether you do or not, one that becomes an extension

of the hand and the mind of the one who uses it. And although these accessories are

an absolute luxury, they’re a luxury that’s affordable, essential, right within your reach.

Not some status symbol that belongs to the lucky few, but to anyone ready to make

each and every moment count. And then last.

Which is why 160 years of craftsmanship have taught us well. All this heritage, all this

attention to design and detail have let us stay relevant and timeless and current. And why

160 years of passion and care let us capture an audience young and old, far and wide,

those who love classic, those who covet modern.

Always individual. Always expressive. No matter how commonplace the task,

no matter how profound.

These are the pens and pencils, the myriad of accessories, that tell our stories well.

Because the right accessory - the perfect accessory - reveal so much about the one

who carries them. They lend a kind of style and grace. A meaning that has nothing

to do with wealth or position, but the kind of style that can take our transitory

thoughts and make them real, ink-stained, impossible to ignore.

Because we aren’t simply the stories we tell: we’re how we tell them.

CAPITALIZE ON THE FAMILY-OWNED ASPECT OF THE CROSS COMPANY

TO RELAUNCH THE CORE BUSINESS AND POSITION THE BRAND

FOR FUTURE EXPANSION

Gives the brand a sense of place

Humanizes the brand and provides a style perspective

Opportunity to develop different but related personalities to express product collections

Creates platform for current and future product offering

Reflects the company’s heritage without getting nostalgic

SEGMENTATION STRATEGY 23 cross positioning

SEGMENTATION STRATEGYcross positioning 24

RICHARD CROSS

The older, settled brother and husband to Julia. He’s an attorney with political ambitions. Believes in

being fiscally conservative and socially liberal. A vision refined by his readings of Jefferson while at

UVA. And put into practice in his NY firm. He has a natural style placed between classic and casual

in his manner and dress.

JULIA TOWNSEND

She’s the lovely wife of Richard. A talented accessories designer who’s working freelance. A beautiful

daughter, Maxine. Life is complicated but the only life she would choose. Left NYC to find a piece

of the life their parent’s had, but added a little city into mix. A modern blend of vintage rituals with

the speedy elegance of life.


SEGMENTATION STRATEGYcross positioning 26

JERRI CROSS

The pragmatic one of the family. She’s the supremely intelligent, perpetually driven sister and aunt

to Max. She loves her job, she loves her career, she loves her life, and loves her independence. She’s a

VP of a small private investment firm. Schedules, presentations, and jet lag rule her life, but she never

loses touch with what matters.

BENJAMIN CROSS

The writer in the family. The free spirit. The one who feels deeply and thinks broadly. Educated at

Harvard and Columbia. He still craves something, he’s just not sure how to find it yet. He sees only

options and blue sky. He’s passionate and brilliant. Silly and dependable. Traditional and technical.

The beginning of a new generation.


CREATIVE PLATFORMcross positioning 28

There’s a charm to living well that has nothing to do with who you are

or where you come from, how big your house is, how new your car.

A way of living that makes each minute count, every moment matter.

Because a life well-lived is the kind that makes some sort of lasting –

maybe even impressive – mark. It’s the kind that needs no status symbols

to prove its worth. No impossible luxuries to give it meaning. And a life,

it has to be said, that embraces every single day, from the morning

crossword puzzle to the Valentine’s card to the baby announcement

to the post-it note stuck on the refrigerator.

If we are the stories we tell, let us tell the best kind of all. The ones that

speak to generation after generation. The ones that believe every word

counts. The ones that express themselves in the most perfect, lasting way.

In other words, Live Well. Tell stories forever.

Cross.

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cross YOUR FINGERS

LOGOTYPE 30 cross identity

PRIMARY TYPEFACEcross identity 31

AB C D E FG H IJ K LM N O PQR STUVWXYZabcdefgh i jk lmnopqrs tuvwxyz12345678 9 0!@#$%^&*( )+?

AKZIDENZ GROTESK LIGHT

AB C D E FG H IJ K LM N O P QR STUVWXYZabcdefgh i j k lmnopqrs tuvwxyz123 45 678 9 0!@#$%^&*( )+?

AKZIDENZ GROTESK REG

SECONDARY TYPEFACE 32 cross identity

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890!@#$%^&*()+?

ADOBE GARAMOND

ABCDEFGHIJKLMNOPQRSTUVWXYZabcde fghi jk lmnopqr s tuvwxyz1234567890!@#$%^&*()+?

ADOBE GARAMOND ITALIC

PRIMARY COLOR PALETTEcross identity 33

PMS_7519 PMS_406

O F F S E T P R I N T I N G S P E C I F I C A T I O N S

PMS 7519IS ALWAYS PRINTED AT

150 -155% DENSITYON PRESS TO ACHIEVE

THE DESIRED CORPORATEDARK BROWN.

NEVER SCREEN/TINT

PMS 7519IS ALWAYS PRINTED AT

100% DENSITYON PRESS TO ACHIEVETHE DESIRED COLOR.

NEVER SCREEN/TINT

4 - C O L O R P R O C E S SPMS 7519 MATCH

C: 50M: 60Y: 75K: 48

PMS 406 MATCHC: 5M: 9Y: 10K: 13

R G B - D I G I T A LPMS 7519 MATCH

R: 84B: 65G: 45

PMS 406 MATCHR: 220B: 210G: 202

LOGOTYPE APPLICATIONS 34 cross identity

U S A G E S P E C I F I C A T I O N S

LIGHT BACKGROUNDS

LOGO IS ALWAYS PMS 7519ON WHITE OR OTHER LIGHTCOLORED BACKGROUNDS.

NEVER SCREEN/TINT

DARK BACKGROUNDS

LOGO IS ALWAYS KNOCKOUT WHITE ON PMS 7519 OR OTHER

DARK COLORED BACKGROUNDS.

NEVER SCREEN/TINT

TYPOGRAPHY APPLICATIONScross identity 35

cross YOUR FINGERS

THE X-HEIGHT OF ADOBE GARAMOND ITALIC IS ALWAYS EQUAL TO THE CAP HEIGHT

OF AKZIDENZ GROTESK REG.

X-HEIGHT CAP HEIGHT

Adobe Garamond Italic Akzidenz Grotesk Reg

DESIGN ELEMENTS 36 cross identity

CROSSHAIRS / VARIOUS CONFIGURATIONS

all line widths and colors must be proofed to ensure legibility

PMS 7519 BASE20% TINT PMS 7519 CROSSHAIRS

PMS 7519 BASE / WHITE CROSSHAIRS WHITE BASE / PMS 7519 CROSSHAIRS

LINE WIDTH

0.25 PT MINIMUM

LINE WIDTH

0.375 PT MINIMUM

LINE WIDTH

0.375 PT MINIMUM

DESIGN ELEMENTScross identity 37

A.T. Cross Company One Albion Road Lincoln RI 02865-3700 USAT 401-333-1200 www.cross.com

A.T. Cross Company One Albion Road, Lincoln, RI 02865-3700 USA

A.T. Cross CompanyOne Albion Road, Lincoln, RI 02865-3700 USAwww.cross.com ISO 9001: 2000 registered

Richard CrossSales Development

[email protected] 401-333-1200F 401-333-3830

A.T. Cross CompanyOne Albion RoadLincoln, RI 02865-3700 USAwww.cross.comISO 9001: 2000 registered

Richard CrossSalesDevelopment

[email protected] 401-333-1200F 401-333-3830

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LIFESTYLE IMAGES 39 cross communications

‘JULIA AND MAXINE’CENTURY COLORS

‘RICHARD AND JULIA’ATX FOUNTAIN PEN

‘BEN’TECH 3

THE CROSS FAMILY ‘RICHARD’TOWNSEND FOUNTAIN PEN

PRECISION READERS

‘BEN’CLASSIC CENTURY

‘JULIA’APOGEE SELECTIP

AUTOCROSS TIMEPIECE

‘RICHARD’VERVE FOUNTAIN PEN

‘JERRI’AUTOCROSS LEATHER

PERSONAL AGENDA WITH PEN

‘JERRI’CENTURYI I SELECTIPAUTOCROSS LEATHERPERSONAL AGENDA

‘JULIA’APOGEE SELECTIP

AUTOCROSS TIMEPIECEPRECISION READERS

PRODUCT IMAGEScross communications 40

CENTURY COLORS ATX FOUNTAIN PEN TECH3 MULTIFUNCTION

APOGEE SELECTIPAUTOCROSS TIMEPIECE

TOWNSEND FOUNTAIN PENPRECISION READERS

CLASSIC CENTURY APOGEE SELECTIPAUTOCROSS TIMEPIECE

VERVE FOUNTAIN PENCEO TIMEPIECE

AUTOCROSS LEATHER PERSONAL AGENDA WITH PEN

CENTURYI I SELECTIPAUTOCROSS LEATHERPERSONAL AGENDA

AUTOCROSS PENLEATHER MINI AGENDA

BRAND BROCHURE COVER 41 cross communications

BRAND BROCHUREcross communications 42

cross YOUR HEART

CENTURY COLORS

cross YOUR FINGERS

VERVE™ FOUNTAIN PENCEO TIMEPIECE

TOWNSEND FOUNTAIN PENPRECISION READERS

cross YOUR T’S

cross ROADS

AUTOCROSS LEATHER PERSONAL AGENDA WITH PEN

ATX® FOUNTAIN PEN

cross IT OFF YOUR LIST

coverAPOGEE™ SELECTIP®

AUTOCROSS TIMEPIECE

cross GENERATIONSwriting instruments

VERVE

CENTURY COLORS

TOWNSEND

ATX

CLASSIC CENTURY

CENTURY II

TECH3

APOGEE

personal accessoriesCROSS TIMEPIECES

AUTOCROSS LEATHER

PRECISION READERS

CLASSIC CENTURY®

cross YOUR PATH

CENTURY®II SELECTIPAUTOCROSS LEATHER PERSONAL AGENDA

®

cross THE WORLD

TECH3 MULTIFUNCTION

cross OVER

APOGEE SELECTIPAUTOCROSS TIMEPIECEPRECISION READERS

cross YOUR WAY

APOGEE SELECTIPAUTOCROSS TIMEPIECE

cross YOUR MIND

www.cross.com

TOU

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LUSTROUS CHROME

SATIN BLACK

SATIN BLUE

MEN’S POLISHED CASE / ALLIGATOR-EMBOSSED LEATHER

WOMEN’S POLISHED CASE / ALLIGATOR-EMBOSSED

LEATHER

MEN’S BRUSHED CASE / STAINLESS STEEL BRACELET

CE

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Tech3 multifunction offers three writing options in each pen

(black ball-point, red ball-point, and 0.5mm pencil)

AP

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PLATINUM PLATED

MERLOT

SELENIUM BLUE

RADIAL CHROME

18K GOLD FILLED (cap and barrel)

STERLING SILVER (cap and barrel)

PLATINUM PLATED


TOW

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TITANIUM HERRINGBONE

QUARTZ BLUE LACQUER

BLACK LACQUER / 23K GOLD PLATED

BLACK LACQUER / RHODIUM PLATED

MEDALIST® (lustrous chrome / 23K gold plated)

LUSTROUS CHROME

BLACK STAR LACQUER

TITIAN RED LACQUER

AP

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A fine writing instrument is a functional work of

art — captivating in silhouette, engineering, finish

balance and flow. Since 1846, Cross has been

the innovator in writing instruments of undeniable

cachet — as approachable as they are prestigious

as nostalgic as they are new. To inform your

selection, we’ve created a short guide to choosing

the one that’s just right for you.

four STYLES

www.cross.com

THE CROSS FOUNTAIN PEN

Not pretentious at all, it’s really the most personal way to write

Cross fountain pens are engineered to take push-in ink

cartridges that are as simple as ball-point refills. If you prefer

a more traditional approach, we also provide converters so you

can fill your pen from our specially formulated bottled inks. As

fine a writing instrument as you can find, a Cross fountain

pen is something you owe it to yourself to try.

THE CROSS SELECTIP ROLLING BALL PEN

A technological marvel that takes four different tips

Convenient as a ball-point, it comes with a gel ink rolling ball

that has the silky smooth writing style of a fountain pen

Interchangeable with refill options of a jumbo ball-point, a

creamy porous point [felt-tip] and a document marker, it is wide

of girth, weighty in the hand and capped like a fountain pen

THE CROSS BALL-POINT PEN

Cross takes user-friendly to a whole new level of luxe

Comfortable in the hand, smooth on the page, available in

classic and fashion-forward designs. Everyone loves the

smooth, precise propel/repel action that opens and closes

it in one quick twist. Consider collecting a wardrobe of

ball-points, so one is always at hand.

THE CROSS MECHANICAL PENCIL

The essential writing instrument most often overlooked. Think

architects, accountants, editors, penciling people in, erasing

errors out. Ours are stylish, very sleek, infinitely functional

and easy to use. Promises smooth, precise performance and

clean erasures. Includes 0.5mm lead and eraser.

CE

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CLASSIC BLACK / CHROME

SATIN BLUE / CHROME

GOLD DUST

OXYGEN BLUE

TENDER ROSE

CORAL SHOCK

RADIANT BLUE

LUSTROUS CHROME

Cross pens are available in a variety of styles–fountain, Selectip rolling ball, ball-point, and mechanical pencil. Please visit your retailer or www.cross.com for more information.

WOMEN’S BRUSHED CASE / STAINLESS STEEL BRACELET

UNISEX BRUSHED CASE / ALLIGATOR-EMBOSSED LEATHER

MEN’S POLISHED CASE / LIZARD-EMBOSSED LEATHER

WOMEN’S POLISHED CASE / LIZARD-EMBOSSED LEATHER

MEN’S BRUSHED CASE / LEATHER

WOMEN’S BRUSHED CASE / LEATHER

UNISEX BRUSHED CASE / STAINLESS STEEL BRACELET

UNISEX BRUSHED CASE / LEATHER

Each watch features a stainless steel case.

RUBY

BLUSH

MEDALIST (lustrous chrome / 23K gold plated)

LUSTROUS CHROME

BASALT BLACK


MATTE CHROME

PURE CHROME

®

C H R O M E




STERLING SILVER / TRANSLUCENT BLUE LACQUER

STERLING SILVER / BLACK LACQUER

CLASSIC BLACK

ROYAL BLUE

18K GOLD






CLASSIC BLACK / 23K GOLD PLATED

SATIN BLUE / 23K GOLD PLATED

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PHOTO KEY FOB / REDavailable in brown, red, toffee, teal

3-PEN CASE / BROWNavailable in black, brown

AU

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MEDIUM AGENDA (A5) / REDavailable in black, brown, red

ALPHA / TOPAZavailable in topaz, onyx

FUSION / RUBYavailable in sapphire, ruby

BETA / SAPPHIREavailable in topaz, sapphire

PADFOLIO WITH HANDLE / BLACKavailable in black only

online / WWW.CROSS.COM

call / 800 282 7677

S I N C E 184 6 , C R OS S HAS B E E N A C O M PANY WITH A D EVOTI O N TO

CRAFTSMANSHIP AND QUALITY, LIFETIME GUARANTEES AND GENUINE

BEAUTY. THROUGHOUT THE YEARS, CROSS PRODUCTS HAVE HELPED

COUNTLESS I NDIVIDUALS EXPRESS THEMSELVES WITH STYLE AND

GRACE. TODAY, 160 YEARS LATER, THE SAME CROSS PASSION CAN STILL

BE SEEN IN OUR BROAD RANGE OF BOLDLY INDIVIDUAL, BEAUTIFULLY

MADE, SINGULARLY EXPRESSIVE ACCESSORIES OF STYLE.

PERSONALIZATION

Create a truly one-of-a-kind gift for yourself, a friend or a loved one

Almost anything Cross — pens, timepieces, leather goods — can be

customized with your name or initials. Our skilled engravers use

state-of-the-art equipment and work to the most exacting standards

for unmatched engraving quality. The end result is a personalized

writing instrument, timepiece or accessory of the highest quality that

is unrivaled in craftsmanship. A choice of engraving styles is available

for most writing instruments and timepieces, including block, script

and double-line Gothic. The choice of available engraving styles

number of engraving lines, and maximum number of characters per

line varies from product to product. Also, expert debossing is available

on select fine leather goods. Contact your local Cross retailer or visit

us at www.cross.com for additional information.

CROSS REFILLS AND INKS

Genuine Cross refills and inks assure the ultimate performance of our

writing instruments. Far superior to anything generic, they fit perfectly

provide flawless ink flow and meet our highest quality standards. We

offer a wide range of ball-point refill sizes and colors, document markers

0.5mm pencil leads, specially formulated cartridges and bottled inks

Ask your Cross retailer for more information. If you prefer, visit us

online at www.cross.com or call us at 800 282 7677.

CUSTOMER SATISFACTION

We take personal pride in our products and your satisfaction is our

primary concern. Should there ever be a problem, please call a

Customer Service Specialist at 800 282 7677. All our products are

unquestionably guaranteed: writing instruments for life, personal

accessories for a full year, timepieces for ten years. Visit us online at

www.cross.com/customerservice/warranty for complete details.

BLOCK ENGRAVING

SCRIPT ENGRAVING

DOUBLE-LINE GOTHIC ENGRAVING

WATCH ENGRAVING

EDGE / ONYXavailable in topaz, onyx

Cross accessories are available in a variety of styles, colors and finishes. Please visit your retailer or www.cross.com for more information.

FLAT COIN CASE / BROWNavailable in black, brown

MULTIFUNCTIONAL CASE / TEALavailable in black, brown, red, toffee, teal

FOLDOVER CARD CASE / TOFFEEavailable in black, brown, toffee

MONEY HOLDER KEY FOB / BLACKavailable in black, red, toffee, teal

MINI AGENDA / REDavailable in black, red, teal

PASSPORT WALLET / TEALavailable in black, brown, red, teal

PERSONAL AGENDA / TEALavailable in black, brown, toffee, teal

PADFOLIO (A4) / TOFFEEavailable in black, brown, toffee

MONEY CLIP CARD CASE / TOFFEEavailable in black, brown, toffee

JOTTER / BROWNavailable in black,

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2-PEN CASE / BLACKavailable in black, brown, red

PM1858/106

FULL PAGE ADVERTISING 43 cross communications

WWW.CROSS.COM 800 282 7677 CHESTNUT HILL HARVARD SQUARE

writing instrumentstimepieceseyewearleather goods

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These are the three approved global advertising selections.

APOGEETM AUTOCROSS LEATHER COLLECTIONTMCLASSIC® CENTURY®

HALF PAGE SPREAD ADVERTISINGcross communications 44

writing instruments timepieces eyewear leather goods


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Si meliora dies, ut vina, poematareddit, scire velim, chartis pretiumquotus arroget annus. scriptor abhincannos centum qui decidit, inter per-fectos veteresque referri debet aninter vilis atque novos? Excludat iur-gia finis, “Est vetus atque probus,centum qui perficit annos.” Quid, quideperiit minor uno mense vel anno,inter quos referendus erit? Veteresnepoetas, an quos et praesens et posterarespuat aetas?“Iste quidem veteres inter poneturhoneste, qui vel mense brevi vel totoest iunior anno.” Utor permisso, cau-daeque pilos ut equinae paulatimvello unum, demo etiam unum, dumcadat elusus ratione ruentis acervi,qui redit in fastos et virtutem aesti-mat annis miraturque nihil nisi quodLibitina sacravit. Ennius et sapines et fortis et alterHomerus, ut critici dicunt, leviter

curare videtur, quo promissa cadant etsomnia Pythagorea. Naevius inmanibus non est et mentibus haeretpaene recens? Adeo sanctum est vetusomne poema. ambigitur quotiens, uterutro sit prior, aufert Pacuvius doctifamam senis Accius alti, diciturAfrani toga convenisse Menandro,Plautus ad exemplar Siculi properareEpicharmi, vincere Caecilius gravi-tate, Terentius arte. Hos ediscit et hos arto stipata theatrospectat Roma potens; habet hosnumeratque poetas ad nostrum tem-pus Livi scriptoris ab aevo. Interdum volgus rectum videt, est ubipeccat. Si veteres ita miratur lau-datque poetas, ut nihil anteferat, nihilillis comparet, errat. Si quaedamnimis antique, si peraque dure dicerecredit eos, ignave multa fatetur, etsapit et mecum facit et Iova iudicataequo.

Non equidem insector delendavecarmina Livi esse reor, memini quaeplagosum mihi parvo Orbiliumdictare; sed emendata videri pul-chraque et exactis minimum distantiamiror. Inter quae verbum emicuit siforte decorum, et si versus pauloconcinnior unus et alter, iniuste totumducit venditque poema.Si meliora dies, ut vina, poemata red-dit, scire velim, chartis pretium quo-tus arroget annus. scriptor abhincannos centum qui decidit, inter per-fectos veteresque referri debet aninter vilis atque novos? Excludat iur-gia finis, “Est vetus atque probus,centum qui perficit annos.” Quid, quideperiit minor uno mense vel anno,inter quos referendus erit? Veteresnepoetas, an quos et praesens et posterarespuat aetas?“Iste quidem veteres inter poneturhoneste, qui vel mense brevi vel toto

est iunior anno.” Utor permisso, cau-daeque pilos ut equinae paulatimvello unum, demo etiam unum, dumcadat elusus ratione ruentis acervi,qui redit in fastos et virtutem aesti-mat annis miraturque nihil nisi quodLibitina sacravit. Ennius et sapines et fortis et alterHomerus, ut critici dicunt, levitercurare videtur, quo promissa cadantet somnia Pythagorea. Naevius inmanibus non est et mentibus haeretpaene recens? Adeo sanctum estvetus omne poema. ambigitur quo-tiens, uter utro sit prior, aufertPacuvius docti famam senis Acciusalti, dicitur Afrani toga convenisseMenandro, Plautus ad exemplarSiculi properare Epicharmi, vincereCaecilius gravitate, Terentius arte. Hos ediscit et hos arto stipata theatrospectat Roma potens; habet hosnumeratque poetas ad nostrum tem-

pus Livi scriptoris ab aevo. Interdum volgus rectum videt, est ubipeccat. Si veteres ita miratur lau-datque poetas, ut nihil anteferat, nihilillis comparet, errat. Si quaedamnimis antique, si peraque dure dicerecredit eos, ignave multa fatetur, etsapit et mecum facit et Iova iudicataequo.Non equidem insector delendavecarmina Livi esse reor, memini quaeplagosum mihi parvo Orbiliumdictare; sed emendata videri pul-chraque et exactis minimum distantiamiror. Inter quae verbum emicuit siforte decorum, et si versus pauloconcinnior unus et alter, iniustetotum ducit venditque poema.Si meliora dies, ut vina, poematareddit, scire velim, chartis pretiumquotus arroget annus. scriptor abhincannos centum qui decidit, inter per-fectos veteresque referri debet an

inter vilis atque novos? Excludat iur-gia finis, “Est vetus atque probus,centum qui perficit annos.” Quid, quideperiit minor uno mense vel anno,inter quos referendus erit? Veteresnepoetas, an quos et praesens et posterarespuat aetas?“Iste quidem veteres inter poneturhoneste, qui vel mense brevi vel totoest iunior anno.” Utor permisso, cau-daeque pilos ut equinae paulatimvello unum, demo etiam unum, dumcadat elusus ratione ruentis acervi,qui redit in fastos et virtutem aesti-mat annis miraturque nihil nisi quodLibitina sacravit. Ennius et sapines et fortis et alterHomerus, ut critici dicunt, levitercurare videtur, quo promissa cadantet somnia Pythagorea. Naevius inmanibus non est et mentibus haeretpaene recens? Adeo sanctum estvetus omne poema. ambigitur quo-

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