David EilersApril 2, 2024

1940s? Matchbook Cover on eBay

This "J" logo with the Willys sign is odd, as the Willys sign is shown moved to the left. Usually, the "J" portion of the logo "hangs" off the Willys logo.

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"TEMPESTA JEEP WILLYS DODGE CAR MATCHBOOK COVER: DEXTER, MAINE MATCHCOVER"

3 Comments

Barney GoodwinApril 2, 2024 at 1:52 PM
Perhaps the reason for the oddity of the "J" is that this matchbook doesn't date back to when they were originally using it. Two things stand out: The 7-didgit phone number WA4-7461 is from the 60s - certainly not the 40s. And the printer's address state is "ME". This was a standardization which the postal service implemented in 1963 to make room for the new zip codes . It's possible a graphic artist came up with this for the printer. Also, according to the owner's obituary (Albert Tempesta) this dealership opened in 1953. Early to mid 60s matchbook.
David EilersApril 2, 2024 at 2:16 PM
That makes sense, considering the thing that hit me about the layout with the striped shape in the background was that it felt more like a design from the 1960s rather than the 1940s.
BlaineApril 2, 2024 at 3:40 PM
The Dodge Dart name first appeared in 1960 on the pickup and a full size uni-body car also known as Pioneer, Phoenix and the upscale Matador.