Once upon a time two men, William Procter and James Gamble, formed a business. It’s genesis began in 1837 with the sale of candles and soap. The US was in a financial crisis and was rumored to be broke but the men persevered with what would have been essentials at that time. Electricity was still in the future.
Dock hands, handling shipments of the candles, would mark the boxes with a crude star to differentiate them from other merchandise. It seems this mark bloomed into the Star Candles brand and eventually the stars appeared in a semi-official capacity as the company grew (or maybe they marked the Star Candles boxes with a crude star). By 1859 the company was making a million dollars, a quite substantial amount for those days.
As Procter & Gamble grew the stars on the candle boxes solidified and a logo was born in 1851, with thirteen stars and a man in the moon with luxuriant curling beard. If you know anything of the art styles of the period, you will understand that this logo, shown above, was as precursor to the stylized, swooping swirls of the Art Nouveau period. Part of the Romantic period in art, the design is not unusual for the time in style. My guess (as it’s hard to find out what the founders originally intended) is that the stars played significantly in the company’s brand evolution. From those stars, they became stylized and it’s said that there are 13 to represent the 13 original colonies of the United States.
Considering that Procter & Gamble supplied soap and candles to the Union army during the Civil War, it seems likely that they had some form of patriotism and pride for their roots in the United States. Shortly after this, they began making Ivory soap, among many other products. The logo was a longstanding icon for Procter & Gamble, and if you have ever used Crest, Crisco, Downy, Bounce, Charmin, Duracell, Gillette, Olay, Pampers, Tide or a host of other products, then chances are you might have noticed the little man in the moon with the stars on the back of the packaging. In fact, today Procter & Gambler (more commonly called P&G now as we’ve reached the age of abbreviation and acronyms) is the 6th most profitable corporation in the world and 5th in the US with only a few like Exxon, Microsoft, Apple and Walmart ahead of it.
Consider that this logo existed from the 1850s to to the 1980s before some latent ruckus arose. And what was it in the era that spawned supposed Satanic messages in rock n roll records played backwards that got people up in arms over Procter & Gamble? The stars numbered 13. Good lord! It’s the devil’s number and if you reverse the beard you see 666 and if you get drunk and draw lines from one star to the next you see more sixes. It’s more bizarre that the US dollar bills have an eye in a pyramid (Masonic ties and there’s a secret society there) than the man in the moon and the 13 stars.
But rumors spread and Procter & Gamble battled defamation and slander suits for many years. Interestingly, most of these rumors of the Satanic relationship stemmed from Amway distributors, who in fact have been accused of having cultlike activities, running pyramid schemes and being tied closely with the very conservative far Christian right. Now who seems more likely to have suspicious dealings?
Personally I find this logo has personality as opposed to modern and very sterile logos, including the new P&G logo. Branding is a powerful thing. Procter & Gamble had been in business far too long with their logo to bow to a bunch of superstitious nut jobs wanting to tarnish their image. Probably Amway’s true reason was to knock down P&G’s position in the corporate hierarchy. It might have made a dint but not that much and Amway, though powerful, has had to ride more waves of trouble than P&G. Unlike Starbucks who seemed to bow to public pressure (of a few) and kept changing their logo, P&G did not, until they hit an era of modernization. Did the logo changes or stasis affect these companies? Probably not much because they both have very strong products that hold up against the people with too much time on their hands.