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Title - Sinclair History
Earliest Sinclair apatosaurus was romanticized to curb reptile effectEvolution of the Company Symbol

Industrial surveys repeatedly rank the Sinclair dinosaur as one of the most potent symbols of American business. Remarkably high percentages identify the dinosaur with Sinclair. This association is positive The artistic Hogarth curve balance between head and tail begins to emerge in this 1934 ad, but Dino's body is ungainly; he still advertises only lubricantsand pleasant. There is almost no confusion between Sinclair's Dino and other corporate trademarks. Marketing experts agree that the dinosaur is a "powerful unifying and associating concept." the connotation penetrates deeply. Children are as fascinated with the pre-historic uniqueness of the dinosaurs as are adults and the correlation with Sinclair therefore begins at an early age. Few trademarks can equal Dino's unique appeals.

Identification with Dinosaurs Began in Advertising of 1930Public's affectionate regard for Dino inspires series of humorous newspaper advertisements starting in 1936 in which Sinclair and local dealer, split the cost
In 1930, Sinclair's advertising writers noted that Wellsville-refined lubricants—the best in the Fully aware now that apatosaurus has become a potent symbol, company extends his use to outdoor billboard advertising of its premium gasoline starting in 1937trade—derived from Pennsylvania grade crudes laid down more than 270 million years earlier. These oils were mellowing in the ground during the Mesozoic era when dinosaurs populated the earth. The obvious sales message was: the oldest crudes make the best oils. But how to dramatize this?

A series of advertisements in 104 newspapers and five Chicago World's Fair exhibit—1933-1934—had 16 million viewers, featured seven life-size dinosaurs, two of which fought battle with horrendous soundsnational magazines feature a dozen of the Dealer's love Dino! This display was in Indianapolis, 1944strange dinosaurs, from hideous-fanged tyrannosaurus rex and three-horned triceratops, to the unaggressive, vegetarian apatosaurus (brontosaurus), a 40-ton lizard with neck and tail each 30 feet long. The campaign—confined entirely to Wellsville oils—was a great success. The curiosity value of it was tremendous.

Travelers saw Dino on display in New York's Grand Central Terminal circa 1944But there was a significant and unexpected windfall. One of the dinosaurs generated a remarkable popular appeal, in fact was a real glamour boy: peace-loving but massive apatosaurus. The public equated him with power, endurance and stamina, the prime qualities of Sinclair products.

Without any particular promotion, the public accepted the apatosaurus affectionately as Sinclair's "Dino." He's been Dino ever since.

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