A smiley, sometimes referred to as a smiley face, is a basic ideogram that represents a smiling face. Since the 1950s it has become part of popular culture worldwide, used either as a standalone ideogram, or as a form of communication, such as emoticons. The smiley began as two dots and a line to represent eyes and a mouth. More elaborate designs in the 1950s emerged, with noses, eyebrows, and outlines. The first time a yellow and black design was used was by the radio station, WMCA for its "Good Guys" campaign in the early 1960s. More yellow and black designs appeared in the 1960s and 70s including works by Franklin Loufrani and Harvey Ross Ball. Today, The Smiley Company holds many rights to the smiley ideogram and has become one of the biggest licensing companies globally.