Edward William Cole, the proprietor of Melbourne’s Coles Book Arcade is, if not forgotten, then primarily remembered for his marketing gimmicks and gadgets. With the benefit of hindsight we should acknowledge his amazing breadth of vision, depth of understa­­nding and grasp of the essentials of what we now call a culture of peace. He proclaimed internationalism and rejected racism. His symbol was the rainbow, which promises hope, and expresses difference as simply varying wave-lengths on a spectrum.