Paramount Pictures’ Logo Started as a Desktop Doodle, and Has Endured for 105 Years

And no, the stars have nothing to do with the glitterati

In 1987, the studio hired artist Dario Campanile (above), whose romantic mountain would reign as Paramount’s logo for a generation. Courtesy of Paramount

Hollywood isn’t just an incubator of celebrity culture. It’s also home to some of the most durable brand logos in American capitalism. The celluloid trade calls them title screens, and odds are that most every adult consumer can name them by sight: Warner Brothers’ “WB” shield, Cinderella’s Castle of Disney Pictures fame and, of course, MGM’s lion.

This story first appeared in the March 4, 2019, issue of Adweek magazine. Click here to subscribe.
@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.