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Mountain comes to Par

Paramount Communications will adopt the “Paramount Mountain,” the logo long identified with Paramount Pictures, for use as its corporate symbol.

In addition to its continued use by Paramount Pictures and as the parent company’s symbol, the mountain will be used in conjunction with the existing logos of Paramount Communications’ other entertainment and publishing ops.

The new identification program will be phased in over the next several months and makes its debut in Paramount Communications’ 1992 annual report, to be distributed beginning early next week.

The company said the widely recognized mountain logo, which has represented the Paramount Pictures unit for nearly 80 years, “has stood for preeminence and quality, characteristics that today apply not only to the entertainment Paramount Communications produces, but also to the books and materials it publishes.”

The mountain was adopted in 1914 by Paramount Pictures (which became a part of Paramount Communications–then Gulf+Western–in 1966) and, in addition to its use with motion pictures, became the symbol of Paramount Television after the company entered that business in 1967.

According to the report, the new identification program “reflects the completion of Paramount Communications’ transition from a holding company to a unified operating company.”

Paramount also announced that its publishing operation, Simon & Schuster, will be renamed “Paramount Publishing,” which, per the company, “reflects the growth and diversity of its publishing activities beyond the traditional scope of Simon & Schuster, which was acquired in 1975 and is identified primarily as a trade publisher.”

Individual product lines will continue to be marketed under the well-known trade and imprint names that comprise Paramount Publishing, including Simon & Schuster, Prentice Hall, Silver Burdett Ginn and Pocket Books.

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