The moon and stars serve as a reflection of P&G’s unique ability to touch the lives of consumers throughout the phases of their day, their life, and across generations Since the 1800s, a time when images rather than brand names proliferated in logos, P&G used the image of the man in the moon surrounded by 13 stars as the symbol of the company. All was well until rumors began spreading in the 1980s that the "man in the moon" was a representation of a horned devil with hidden "666" combinations. The blog Marketing Theatre identifies the imagery the public found problematic (right). Procter and Gamble, the world’s largest consumer packaged goods company, earlier this year quietly rolled out a new logo from Landor Associates. The lack of fanfare was understandable, given P&G’s history: the company unsuccessfully battled outlandish rumors that its century-old “Man in the Moon” logo was satanic, finally removing the mark from its packaging in 1985. Since 1991, the company has relied on basic “P&G” logotypes; the new logo puts the type in a circle of P&G’s traditional dark blue and recalls the old mark with a light blue crescent shape. The old logo was not without its weaknesses. P&G had always had great success promoting its famous brands (Ivory soap, Tide detergent, Crest toothpaste, etc.) much more heavily than itself, so the Man in the Moon mark, appended at small size to obscure parts of the product packaging, was unfamiliar and meaningless to the consumer. It practically invited people to come up with an interpretation for it, and they did, to disastrous effect. (Ironically, P&G had briefly stopped using the symbol in the 1860′s, considering it “meaningless,” but quickly reconsidered when a merchant rejected as “not genuine” a shipment of candles that lacked the mark.) The logo had been redesigned by sculptor Ernest Haswell in 1931 in an ornate style out of step with modern marks. As early as 1961, Modern Packaging magazine had called it “tiny, oddly out-of-date and almost unnoticed.” In 1991, corporate identity guru Tony Spaeth, citing its “visual weakness,” used it to illustrate the point that “sometimes the logo is indeed a problem, if not the problem” with corporate identity. The new P&G logo represents part of the company’s effort to increase its profile. As Landor puts it in describing the mark, “For the first time, P&G is starting to talk to consumers as one company, not just as individual brands, in an effort to build awareness and trust.” Internally, the mark is cleverly being called the “New Phase” logo, in a reference to both the new awareness campaign and the phases of the moon (although, unfortunately, while the old Man in the Moon symbol depicted a waxing moon, one that is growing in size, the New Phase logo shows a waning moon that is fading into nothingness).The most obvious change from the most recent logo to the New Phase mark is the switch from logotype alone to symbol with logotype. As we saw last year with Microsoft’s new logo, and with logos in general, such a switch is quite common today. Analysis of United States Patent and Trademark Office data on logos bears this out.Procter & Gamble very quietly unrolled a new logo this year that adds the sliver of a moon to the P&G letters, design blog Brand New noticed.With the leadership of P&G Design, we were inspired by P&G’s heritage as a soap and candle company. The company’s original logo was a star that barge workers painted on cases of Star Candles to identify them. The symbol later evolved into a mark with moon and stars.The moon and stars serve as a reflection of P&G’s unique ability to touch the lives of consumers throughout the phases of their day, their life, and across generations. The system is fluid and flexible, allowing the design to be innovative, beauty-inspired, or heritage-driven, depending on the need.What Landor left out, however, was why P&G dropped the moon — which had been a part of its logo for 140 years — in the first place.
Marketing Theatre
The answer: Years of false rumors that P&G's logo was a sign that the company supported and practiced Satanism.
Since the 1800s, a time when images rather than brand names proliferated in logos, P&G used the image of the man in the moon surrounded by 13 stars as the symbol of the company.
All was well until rumors began spreading in the 1980s that the "man in the moon" was a representation of a horned devil with hidden "666" combinations. The blog Marketing Theatre identifies the imagery the public found problematic (right).
In 1991, the company cut off the man in the moon's curls and eventually cut the art altogether in favor of the simple letters "P&G." Yet there were still unsubstantiated accusations in the '90s that P&G's CEO appeared on various talk shows (from Donahue to The Sally Jesse Raphael Show) to say that he was associated with, and donated money to, the Church of Satan.
Raphael even addressed the false nature of the accusations directly on her website FAQ, stating:
The rumor going around that the president of Procter and Gamble appeared on The Sally Show and announced he was a member of the church of Satan is not true. This a hoax that's been going around in one form or another for the past 20 years...only originally, it concerned the Phil Donahue Show...then evolved to the Jenny Jones Show...and now it's evolved to The Sally Show. The president of Procter and Gamble has NEVER appeared on The Sally Show...NEVER. Nor has any other person in authority at P&G. Any president of a multi-national corporation (including the head of P&G or Liz Claiborne) would be immediately fired by the board of directors if he or she did such a thing. Also, profits from any such corporation go to the stockholders...not a church designated by the president. Do not send money in to get a transcript. We do not provide transcripts or video tapes of our shows to the public. Frankly, this thing has gotten out of hand. If we had this man on our show, and he had said what it's alleged he said, we would have scored a broadcasting scoop and would have trumpeted it to all the newspapers. It would have been to the show's advantage. But there was no scoop, and there were no headlines.
P&G was awarded $19.25 million in a civil lawsuit against former competitor Amway after they reinvigorated the Satanism rumor in 1995. The company later changed its logo from the man in the moon to the letters.
In Spite Of Old, False Satanist Accusations, P&G Put A Moon Back Into Its New Logo
The moon and stars serve as a reflection of P&G’s unique ability to touch the lives of consumers throughout the phases of their day, their life, and across generations Since the 1800s, a time when images rather than brand names proliferated in logos, P&G used the image of the man in the moon surrounded by 13 stars as the symbol of the company. All was well until rumors began spreading in the 1980s that the "man in the moon" was a representation of a horned devil with hidden "666" combinations. The blog Marketing Theatre identifies the imagery the public found problematic (right). Procter and Gamble, the world’s largest consumer packaged goods company, earlier this year quietly rolled out a new logo from Landor Associates. The lack of fanfare was understandable, given P&G’s history: the company unsuccessfully battled outlandish rumors that its century-old “Man in the Moon” logo was satanic, finally removing the mark from its packaging in 1985. Since 1991, the company has relied on basic “P&G” logotypes; the new logo puts the type in a circle of P&G’s traditional dark blue and recalls the old mark with a light blue crescent shape. The old logo was not without its weaknesses. P&G had always had great success promoting its famous brands (Ivory soap, Tide detergent, Crest toothpaste, etc.) much more heavily than itself, so the Man in the Moon mark, appended at small size to obscure parts of the product packaging, was unfamiliar and meaningless to the consumer. It practically invited people to come up with an interpretation for it, and they did, to disastrous effect. (Ironically, P&G had briefly stopped using the symbol in the 1860′s, considering it “meaningless,” but quickly reconsidered when a merchant rejected as “not genuine” a shipment of candles that lacked the mark.) The logo had been redesigned by sculptor Ernest Haswell in 1931 in an ornate style out of step with modern marks. As early as 1961, Modern Packaging magazine had called it “tiny, oddly out-of-date and almost unnoticed.” In 1991, corporate identity guru Tony Spaeth, citing its “visual weakness,” used it to illustrate the point that “sometimes the logo is indeed a problem, if not the problem” with corporate identity. The new P&G logo represents part of the company’s effort to increase its profile. As Landor puts it in describing the mark, “For the first time, P&G is starting to talk to consumers as one company, not just as individual brands, in an effort to build awareness and trust.” Internally, the mark is cleverly being called the “New Phase” logo, in a reference to both the new awareness campaign and the phases of the moon (although, unfortunately, while the old Man in the Moon symbol depicted a waxing moon, one that is growing in size, the New Phase logo shows a waning moon that is fading into nothingness).The most obvious change from the most recent logo to the New Phase mark is the switch from logotype alone to symbol with logotype. As we saw last year with Microsoft’s new logo, and with logos in general, such a switch is quite common today. Analysis of United States Patent and Trademark Office data on logos bears this out.Procter & Gamble very quietly unrolled a new logo this year that adds the sliver of a moon to the P&G letters, design blog Brand New noticed.With the leadership of P&G Design, we were inspired by P&G’s heritage as a soap and candle company. The company’s original logo was a star that barge workers painted on cases of Star Candles to identify them. The symbol later evolved into a mark with moon and stars.The moon and stars serve as a reflection of P&G’s unique ability to touch the lives of consumers throughout the phases of their day, their life, and across generations. The system is fluid and flexible, allowing the design to be innovative, beauty-inspired, or heritage-driven, depending on the need.What Landor left out, however, was why P&G dropped the moon — which had been a part of its logo for 140 years — in the first place.
Marketing Theatre
The answer: Years of false rumors that P&G's logo was a sign that the company supported and practiced Satanism.
Since the 1800s, a time when images rather than brand names proliferated in logos, P&G used the image of the man in the moon surrounded by 13 stars as the symbol of the company.
All was well until rumors began spreading in the 1980s that the "man in the moon" was a representation of a horned devil with hidden "666" combinations. The blog Marketing Theatre identifies the imagery the public found problematic (right).
In 1991, the company cut off the man in the moon's curls and eventually cut the art altogether in favor of the simple letters "P&G." Yet there were still unsubstantiated accusations in the '90s that P&G's CEO appeared on various talk shows (from Donahue to The Sally Jesse Raphael Show) to say that he was associated with, and donated money to, the Church of Satan.
Raphael even addressed the false nature of the accusations directly on her website FAQ, stating:
The rumor going around that the president of Procter and Gamble appeared on The Sally Show and announced he was a member of the church of Satan is not true. This a hoax that's been going around in one form or another for the past 20 years...only originally, it concerned the Phil Donahue Show...then evolved to the Jenny Jones Show...and now it's evolved to The Sally Show. The president of Procter and Gamble has NEVER appeared on The Sally Show...NEVER. Nor has any other person in authority at P&G. Any president of a multi-national corporation (including the head of P&G or Liz Claiborne) would be immediately fired by the board of directors if he or she did such a thing. Also, profits from any such corporation go to the stockholders...not a church designated by the president. Do not send money in to get a transcript. We do not provide transcripts or video tapes of our shows to the public. Frankly, this thing has gotten out of hand. If we had this man on our show, and he had said what it's alleged he said, we would have scored a broadcasting scoop and would have trumpeted it to all the newspapers. It would have been to the show's advantage. But there was no scoop, and there were no headlines.
P&G was awarded $19.25 million in a civil lawsuit against former competitor Amway after they reinvigorated the Satanism rumor in 1995. The company later changed its logo from the man in the moon to the letters.
In Spite Of Old, False Satanist Accusations, P&G Put A Moon Back Into Its New Logo
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