On January 1, 1965, Robert Sarnoff succeeded his father as RCA's president, although the elder Sarnoff remained in control as chairman of the board. The younger Sarnoff sought to modernize RCA's image with the introduction in late 1968 of what was then a futuristic-looking new logo (the letters 'RCA' in block, modernized form), replacing the original lightning bolt logo, and the virtual retirement of both the Victor and Nipper/"His Master's Voice" trademarks. The RCA Victor Division was renamed RCA Records; the 'Victor' and 'Victrola' trademarks were no longer used on RCA consumer electronics. 'Victor' was now restricted to the labels and album covers of RCA's regular popular record releases, while the Nipper/"His Master's Voice" trademark was seen only on the album covers of Red Seal records.
On January 1 1965 Robert Sarnoff succeeded his father as RCA's president although the elder Sarnoff remained in control as chairman of the board The younger Sarnoff sought to modernize RCA's image with the introduction in late 1968 of what was then a futuristic-looking new logo (the letters 'RCA' in block modernized form) replacing the original lightning bolt logo and the virtual retirement of both the Victor and Nipper/"His Master's Voice" trademarks The RCA Victor Division was renamed RCA Records; the 'Victor' and 'Victrola' trademarks were no longer used on RCA consumer electronics 'Victor' was now restricted to the labels and album covers of RCA's regular popular record releases while the Nipper/"His Master's Voice" trademark was seen only on the album covers of Red Seal records