All throughout Dallas, Texas, the symbol of the mythic horse from Greek mythology shows up in places and ways that are both obvious and understated. Appearing on murals, signs, plazas and even used in advertising, the Pegasus has become an icon for Dallas as well as one of the city’s most popular attractions. What started as just an advertisement has grown into something truly monumentous to and for the city.
The Myth of Dallas
The original Pegasus sign was positioned on top of the 29-story Magnolia Building in 1934. A rotating icon of porcelain and neon made by the Texlite sign company, it was conceived as the symbol of Magnolia Oil, which in 1959 was folded into Mobil.
The Magnolia Pegasus was the highest point in the Dallas skyline for many years, visible from miles away. It remained atop the building until 1999, when, rusted and decrepit, it was taken down. A new Pegasus took its place in 2000, but the original Pegasus was lost for over a decade. It was found in pieces in a city-owned shed and then painstakingly restored. In 2015 it was placed in front of the Omni Dallas Hotel downtown, where it now resides atop a makeshift oil derrick at street-level.
Dallas has a storied history with oil, but that’s just part of the myth of the city that the Pegasus has come to represent for residents. That’s despite the fact that the Pegasus symbol is still one of the most recognized corporate symbols in American petroleum history. It’s why the city of Dallas has an agreement with Exxon Mobil to continue to use the image as a symbol for the city.
Being able to do so has been an important development for Dallas residents, as many see the symbol as being unique to and for their city. It’s become a brand and identity that is as powerful as it is pervasive throughout Dallas.
What Pegasus Means and Has Meant for Thousands of People
Pegasus has been referred to as the representation of the emotional bond residents feel for Dallas. Many have come to think of the icon just as people from New York think of the Statue of Liberty, how Californians think of the Hollywood Sign or even how Egyptians think of the Pyramids.
Some of this connection to the city has been cultivated by efforts like the “Big Dallas” campaign, which have been able to directly incorporate the Pegasus into them. The campaign allows people to literally be part of something “BIG”, and encourages them to share those experiences with the world. The street-level presence of the Pegasus has enabled these kinds of interactions to completely change how both residents and visitors perceive the icon.
As important as these interactions are, the Pegasus captured the hearts and minds of residents by soaring above the skyline for so many years, and that influence is evident all over the city. A winged horse is the mascot for both the Booker T. Washington High School for the Performing and Visual Arts and the city’s WNBA team, the Dallas Wings. Pegasus Plaza, Pegasus Community Credit Union and Pub Pegasus are just a few examples of how this influence has shaped the city, which goes beyond the Pegasus’ appearance on any single establishment or adoption.
From Logo to Icon
Icons from across the world that have a similar genesis as the Pegasus have also resonated with their communities in powerful ways. In the Netherlands, “I amsterdam” began as a brand campaign for the city but has come to mean and represent something much more to residents and tourists alike. In Nevada, the “Welcome to Fabulous Las Vegas” Sign started off as a simple way to welcome people into the city, but is now referred to as the most recognizable sign in the world. All of them have been embraced in different ways and for different reasons, but they similarly showcase what’s possible when something becomes iconic.
One of the reasons the Pegasus has been able to achieve this status is because it could be seen towering over the city both day and night. The Pegasus might have an even greater impact on viewers when seen at night, on account of it being so visually striking. Creating different experiences for viewers in the day and at night is something that can allow icons to take on whole new identities, and the fact that the Pegasus continues to be a constant presence in the skyline of the city at day and night has undoubtedly influenced this transition from logo to icon.
It’s a transition that illustrates the power of such icons for an entire city and illustrates how they can come from incredibly simple origins. Doing so can tie an icon to the past and future of a city, and that’s exactly what’s happened with the Pegasus for Dallas.
An Identity and Legacy for Dallas
Dallas has created numerous attractions that embrace the history and identity of the city in unique ways, but the Pegasus has come to represent something much different that is nonetheless just as significant. It’s an impact that has at times been seen in the sculptures that adorned downtown Dallas, and can still be seen in pieces like the one at the city’s visitor center.
The identity that the Pegasus has created has already shaped the legacy of the city, and it’s a legacy that will continue to define the future of Dallas.
