The booklet I've shown below gives a list of all of Underwood's products:
I had no idea they once made all of these food items!
I'm sorry there is no date to be found on this vintage book, but I am guessing 1940's. (Nice dishes!)
Now,shown below is an advertisement from 1957 where you see the same scary devil logo:
But, apparently, sometime between then and the time this ad appeared in December of 1963, the company and/or ad executives had decided to go with the friendlier looking happy, smiling, waving devil instead of the frightening, threatening arms-outstretched devil of the past. Would you be more likely to purchase his ham?And then here is the Deviled Ham Spread label as it appears now, shown with a vintage Soft Shell Clams label. As you can see, they tweaked his look even a bit more, making his horns shorter, and opening up his mouth so that he looks like he is - dare I say it -laughing?Ah, the changing face(s) of advertising through the years!