Par redesigns logo for anni

New moniker to bow March 1 for Gibson pic

HOLLYWOOD — Paramount has redesigned its logo to celebrate its upcoming 90th anniversary. New logo will be featured on all Par-related materials beginning with the March 1 release of the Mel Gibson-starring war drama “We Were Soldiers.”

Original Par logo was adopted in 1914 by one of Paramount Pictures’ founders, William W. Hodkinson, who had doodled a star-crested mountain, during a meeting with Famous Players Film Corp. owner Adolph Zukor, based on a memory of a mountain peak from his childhood in Ogden, Utah.

“The mountain is an enduring symbol of strength and excellence,” said Jonathan Dolgen, chairman of the Viacom Entertainment Group. “We wanted to maintain the integrity and historical value of our original logo while incorporating design elements commemorating our 90th anniversary.”

The Viacom Entertainment Group includes such brands as CBS, MTV, Nickelodeon, VH1, BET, Paramount Pictures, Viacom Outdoor, Infinity, UPN, TNN: The National Network, CMT: Country Music Television, Showtime, Blockbuster and Simon & Schuster.