The title page of the book "Roman Breviary"

Full title: Breviarium Romanum. By the mid-16th century, recognizable brands were already making its appearance in Europe, ensuring quality for the author and the reader. In order to improve the sales of his published books, the French publisher Gilles Beys (1540-1595) used the name of Christophe Plantin’s (1520-1589) publishing house, the most famous printing company in the early modern period, even though the court banned from doing it. Jan Moretus (1543-1610), an heir to the Plantinian Publishing House, in order to protect the brand, in 1590, banned Beys from using Plantin’s name and symbols in his publishing activities. Of course, the shrewd Beys found ways to bypass the ban. Just before his death in 1595, a book came out published in the “Small Plantinian Publishing House.”