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
>
>
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