Deep-Vue Like Life & Life Like Stereo Viewer

Milwaukee, Wisconsin, United States, 1960s

When Deep-Vue Corp originally created this viewer, they named it “Like Life”. Unfortunately, their logo had the word “Life” printed in an all-caps, san-serif font that didn’t go over well with Life Magazine who had that style first. So Deep-Vue not only changed the style of the logo, they also reversed the wording in the viewer name to “Life Like.” The viewer runs on 2 “D” batteries and lights up when the slide is inserted.

Like Life Stereo Viewer

Before the Name & Logo Change
This beautiful maroon-colored Like Life stereoscope was used as part of a sales presentation kit to show 3D photos of Monarch stoves, which were also manufactured in Wisconsin. You can see the contested version of the logo printed on the viewer and the box.

Life Like Stereo Viewer (changed from “Like Life”)

After the Name & Logo Change
This later model shows the new wording and font (now serif) on both the viewer and box. According to the address on the box, the location of the company also seems to have changed from Milwaukee, Wisconsin to Sun City, Arizona.