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Subject:Re: Exxon name change From:Jim Grey <jimgrey -at- IQUEST -dot- NET> Date:Thu, 2 Mar 1995 07:37:00 EST
Ten or fifteen years ago, I watched a PBS special that touched on this.
Esso wanted to redesign its logo and then call all of its corporate "arms"
by the same name. They brought in Raymond Loewy, a well-known and
influential designer, for the job. Loewy couldn't come up with a good logo
for "Esso" and -- here's where my memory is murky -- either suggested
"Exxon" or gave some guidelines for a name change. He then designed a logo
for the new name.
Loewy, by the way, designed all sorts of things. Being from South Bend,
Indiana, I remember him most for his work at Studebaker. I think the Avanti
was his design.
Peace,
jim grey
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