Re: [FWDLK] FW: [FWDLK] PentaStar

[eastern sierra Adj Services <esierraadj@xxxxxxxxx>]

Excuse me, Rich: if the question as to WHY the Pentastar design was
chosen (as opposed to what it stands-for) , the same Ward's Quarterly
reiterates that the logo is recognised into antiquity at least 5,000
years, and that , as a star-representation, it "reflects" permanance,
beauty, and universality (it's not something weird, or non-sensical,
like the current japanese car-logos, for example).

For example, the article states that the Pentastar represented "good
spirits of a superior order", and that the symbol was used " as a
talisman against the drinking of poisons, and invincibility in battle,
and in the defense of the body and soul. In Arabic, the number 5 is
considered to be the most favored number and thought to encompass
wisdom, beauty,  prosperity, health and long life." 

"It is doubtful that Chrysler, or L & M    [ Lippencott & Marguiles Ad
agency] , for that matter, --had all this in mind when they selected the
Pentastar as a corporate identity symbol.  But, it would certainly
appear to be exactly the kind of symbol to inspire confidence as well as
remembrance , which is what an identity sign should do."


"...Behind every new corporate identity symbol is the hope that it will
stand for one big happy family, that there will be a feeling of
"oneness" between  the corporation, its divisions, products, officials,
employees, and most of all , the buying public."

So, to recapitulate: Chrysler paid Lippencott & Marguiles $750K, to have
L & M review Chrysler's corporate needs, and to have L & M proffer to
Chrysler a unifying corporate logo (symbol): the Pentastar , which
represented the qualities and attributes as put forth in my earlier, and
in this, message (according to Ward's Quarterly magazine, from 1965).

Neil Vedder


*************************************************************

To unsubscribe or set your subscription options, please go to
http://lists.psu.edu/cgi-bin/wa?SUBED1=l-forwardlook&A=1

--- Begin Message ---

• From: Rich Lee <Exner60@xxxxxxx>
• Date: Fri, 10 Aug 2007 23:54:50 -0400

This is a common misconception.  The Pentastar was chosen for its universal
acceptance and geometry.

-----Original Message-----
From: Forward Look Mopar Discussion List
[mailto:L-FORWARDLOOK@xxxxxxxxxxxxx] On Behalf Of Jan & Roger van Hoy
Sent: Monday, August 06, 2007 2:28 AM
To: L-FORWARDLOOK@xxxxxxxxxxxxx
Subject: Re: [FWDLK] Pentastar

I always kinda figured that the five points of the star stood for the 
makes-- Dodge, Plymouth, Chrysler, DeSoto and Imperial.  Or maybe Dodge 
trucks instead of DeSoto.

--Roger van Hoy, Washougal, WA, '55 DeSoto, '58 DeSoto, '56 Plymouth, '66 
Plymouth, '41 Dodge


----- Original Message ----- 
From: "eastern sierra Adj Services" <esierraadj@xxxxxxxxx>
To: <L-FORWARDLOOK@xxxxxxxxxxxxx>
Sent: Sunday, August 05, 2007 6:24 PM
Subject: Re: [FWDLK] Happy Days are here AGAIN!!!!


> As part of our Pentastar Celebration, Bill Watson mentions that Lee
> Iacocca unified the Corporation, under the Pentastar logo, but, I would
> argue, and adduce, the Vol1 No 1 issue of Ward's Quarterly (from Winter,
> 1965; a large, hardbound "magazine" , of the ilk of "Automobile
> Quarterly"); from its Dedication page : " ...Besides history and
> inspiration, the Quarterly plans to give the reader an inside view of
> the auto industry. Something about its present and forthcoming products
> and programs and the determined executives who are more than equal to
> the demands of today's competitive world. ..." .
>
> The entire 143 page issue is dedicated to Chrysler Corporation . The
> next one was to cover American Motors.
>
> Anyway, with all that preamble, there is an article in it :"Why Chrysler
> Changed Its Corporate Entity".
>
> It states, in part: " As with all identity cartouches the Pentastar
> will be shown on all Chrysler facilities and equipment, its many and
> various products, at trade exhibits, on letterheads and packaging. The
> great five-pointed star   will stand for excellence, engineering,
> styling, workmanship and th important family of Chrysler dealers.
>
> There is a feeling of permanence about the new symbol--who can deny the
> continuity of a star. Already it has risen in 130 countries [from
> 1964--Neil] and you don't have to know what Chrysler is in Japanese,
> Turkish, or Swahili.
>
> When Lynn Townsend went to Lippencott & Marguilies [ ad agency-Neil] he
> had three objectives in mind that were simple, practical and
> comprehensive. The first one was to build a greater awareness of
> Chrysler Corporation in the public's mind. Next, Townsend wanted to
> integrate all communications from the rambling mass they were in to a
> perspective that would be whole and cohesive. Finally, he wanted a
> corporate identity symbol that would help Chrysler's marketing acvheive
> its objectives.
>
> Corporate identity systems are not the same for one company as for
> another--you can't pick a symbol because you find one you like . Like
> people, each corporation has a different set of problems and they must
> be investigated and analyzed before solutions are offerred.
>
> ....They [ market research]....began and ended  with the acceptance  of
> the Pentastar. Why? Testing had establishedthat for Chrysler's needs and
> stature a classic symbol was called for. The Pentastar was vnot only
> classic but had the impress of permanance.......All this research cost
> Chrysler $750,000.00 ... .
>
> ..convince customers that they were buying more than a product--they
> were buying  a company that makes a product.
>
> As a result, for the first time since Walter P. Chrysler founded  the
> company 40 years ago, Chrysler dealerships look as though they belonged
> to the same family, selling a common product: quality built automobiles.
>
> BTW, the artical states that the pentastar, as a symbol, dates at least
> to 5,000 year old manuscripts.
>
> Neil Vedder
>
>
> *************************************************************
>
> To unsubscribe or set your subscription options, please go to
> http://lists.psu.edu/cgi-bin/wa?SUBED1=l-forwardlook&A=1
> 

*************************************************************

To unsubscribe or set your subscription options, please go to
http://lists.psu.edu/cgi-bin/wa?SUBED1=l-forwardlook&A=1

*************************************************************

To unsubscribe or set your subscription options, please go to
http://lists.psu.edu/cgi-bin/wa?SUBED1=l-forwardlook&A=1

*************************************************************

To unsubscribe or set your subscription options, please go to
http://lists.psu.edu/cgi-bin/wa?SUBED1=l-forwardlook&A=1

--- End Message ---