IBM's UPC gave every product one code and rebuilt retail.

By 1970 supermarkets were choking on product variety, and grocers and packaged-goods makers made a unified call for one machine-readable symbol. IBM put engineer George Laurer on the project, while RCA pushed its own bull's-eye design.

Laurer's rectangular design — 30 black bars and 29 blank lines — printed without smearing, could be scanned omnidirectionally with a laser, and packed the needed data into a small space. In April 1973 the grocery industry adopted it as the Universal Product Code, with the Uniform Code Council as administrator; in June 1974 a pack of Wrigley's gum became the first product scanned at a Marsh supermarket in Ohio.

The design choice that made the UPC inevitable was agreement on one standard before it spread: every retailer and manufacturer used the same code, so the more products carried it, the more valuable scanning became. Half a century later the same code structure still sits on nearly every package sold.

One printed code every retailer agrees to scan

Industry-wide agreement on one symbol created instant network effects.

Print reliability beat the more elegant bull's-eye in real checkout conditions.

A neutral council administered the standard so no single vendor owned it.

Laser scanning worked with the code's omnidirectional design.

A standard wins when a neutral industry body picks one design and everyone agrees to scan it; the winner is chosen for real-world reliability — clean printing — not theoretical elegance.

The UPC transformed checkout, inventory and logistics, and its lineage continues in EAN, GS1 standards and the 2D barcodes used worldwide. The first scan of Wrigley's gum in 1974 now sits in the Smithsonian.