The Devil used to be the symbol for Everything Evil; more recently the image has been used to mock competitors. A nice example is the 'Dunhill Devil', or 'Tweenie Devil', first used as a mascot for Alfred Dunhill's 'Tweenie car' in around 1913. The Tweenie Devil was mounted at the back of the car, facing backwards, conveying the message 'Up Yours!' to anyone chewing the dust. For that reason it is appropriate to stick one on the mudguard of your Norton!