[Lee Stewart]

As the forward look styling cycle was ending, Chrysler President, Lynn Townsend sought a new logo usable by all of Chrysler's worldwide divisions and subsidiaries automotive and non-automotive, on packaging, stationery, and signage and advertising.

He wanted something that would be immediately identifiable as Chrysler's mark to anyone who saw it, in any culture. In September 1962, the company adopted a logo named Pentastar, made of five triangles arranged so their bases formed the sides of a pentagon.

The Pentastar logo was placed on the lower passenger-side fender of all Chrysler products, including non-US brands, from 1963 into the 1972 model year. It was placed on the passenger
side fender so it could be viewed by passers-by, a subtle method of getting the symbol ingrained in the public's mind: a nameplate has to be read, but a symbol is quickly recognizable without reading. Thus left-hand drive cars had the Pentastar on the right fender, while right-hand drive cars had it on the left.