Boomerang

Boomerang (pronounced boo-muh-rang)

(1) A bent or curved piece of tough wood used by some of the Indigenous peoples of Australian as a throwing stick (and for other purposes), one form of which can be thrown so as to return to the thrower.  Such throwing sticks have also been found in archaeological digs in other places.

(2) Based on the use Indigenous peoples of Australia, an object in the shape of a flat curved air-foil that spins about an axis perpendicular to the direction of flight, used for various purposes including sport, training and aeronautical purposes.

(3) In design, anything using the boomerang shape (not always symmetrically)

(4) Something which in flight assumes the shape of a boomerang, such as the “boomerang kick” in certain football codes.

(5) In theatre and other stage environments, a mobile platform (mobile and height-adjustable) used for setting or painting scenery.

(6) In theatre and other stage environments, a batten, usually suspended vertically in the wings, used for mounting lighting units.

(7) In theatre and other stage environments, a device for changing the color of a follow-spot(light).

(8) In psychology, as “boomerang effect”, a strong opposing response caused by attempts to restrict a person's freedom or change their attitudes.

(9) In pathology, as “boomerang dysplasia”, a lethal osteochondrodysplasia in which the bones of the arms and legs are congenitally malformed into the shape of a boomerang.

(10) In air force (originally Royal Air Force (RAF)) slang, the early return of an aircraft from an aborted mission, often attributer to mechanical or other technical problems.

(11) A cocktail made with rye whiskey and Swedish punsch.

(12) Figuratively, something or someone which come backs or returns (as the boomerang behaves when correctly thrown) and when applied to people used especially of those who habitually return (often as “serial boomeranger”).

(13) Something (physical and otherwise, such as a scheme, statement or argument) which causes harm to the originator (the idea of a “rebound” or “backfire”).

(14) The action of coming back, returning or backfiring:

1827: From būmariny (missile weapon used by Australian Aborigines (a historic term for the native tribes in the continent of Australia, now generally classified as “indigenous” or “first nations” peoples)), the recorded phonetic form of a word in one of the now extinct languages spoken by the Dharuk people native to an area in what is now NSW (New South Wales) and known to geographers as the Sydney Basin.  A word pronounced as wo-mur-rang was noted in NSW in 1798 and it may have been related but there’s no documentary evidence.  Boomerang is a noun & verb; boomeranger is a noun, boomeranged & boomeranging are verbs, the noun plural is boomerangs.

Benson Microfibre Boomerang Pillow. The manufacturer claims the pillow's shape is adaptable to all sleeping positions and provides additional support for joints and relieves pressure points.  It’s also ideal for reading, tablet or laptop use in bed.

The verb use in the sense of “throw a boomerang” seems to have come into use in the 1800s while the figurative sense of “fly back or return to a starting point” was in use by the early twentieth century.  A “boomerang baby”, “boomerang child” or boomerang kid” is one who returns to live in the family home after a period of independent living and known collective as the “boomerang generation”, the phenomenon noted in many countries and associated with financial distress, related especially to the cost of housing.

Indigenous Australian boomerangs from the collections of the Australian National Museum: In pigmented wood (left), a hooked, "number 7" by Yanipiyarti Ned Cox (centre) and with carving of horse and cow (right).

For the Indigenous (Aboriginal) peoples of Australia, the boomerang is as old as creation and since white settlement it has become also a symbol of the enduring strength of Aboriginal culture.  Although no written form of language (in the structured sense used elsewhere) evolved among them, an oral tradition now known “the Dreaming” (apparently no longer “Dreamtime”) extends from the past into the present. In the Dreaming, many of the physical formations of the (lakes, rivers, rock structures, mountains etc) were created when Ancestors threw boomerangs and spears into the earth.  Although the boomerang of the popular imagination is the familiar chevron shape, during the nineteenth century almost 300 language groups were identified by anthropologists and the construction of boomerangs varied, the divergences dictated mostly by the prevailing environment: Larger, heavier boomerangs were associated with inland and desert people while the lighter versions were thrown by coastal and high-country inhabitants.  Despite the perceptions, most were of the non-returning variety and were used as hunting weapons for the killing of birds and game including emu, kangaroo and other marsupials.  Not only was the boomerang a direct-impact device but the technique was also noted of a hunter making a boomerang ricochet off the ground to achieve an ideal angle.  The early observers recorded in skilled hands (and over thousands of years those skills would have been well-honed) the boomerang could be effective when hunting prey at a range up to 100 yards (90 m).

Back To Me (Cavalier's Boomerang Club Mix, 2020) by Lindsay Lohan.

Combination tactics were also observed.  When hunting for birds, a returning boomerang might be thrown above a flock of ducks to simulate the effect of a hovering bird of prey, inducing fright which would make the birds fly into nets set up in their flight path or, if within range, a hunter could cast a non-returning boomerang in the hope of a strike.  A special application and one which relied on a design with none of the famous aerodynamic properties was in the harvesting of fish, heavy boomerangs effective killing weapons of in areas of high tidal variation where fish became trapped in rock pools.   They were also Battle-weapons, used both to throw from some distance and in close combat, the types seen including small, hand-held “fighting sticks” device and some even two yards (1.8 m) in length.  Remarkably, the much the same implements served also as digging sticks used to forage for root and could be used to make fire, the familiar idea of “rubbing sticks together”.  Although these practical may have declined in significance as Western technology has been absorbed, boomerangs remain a prominent feature in Aboriginal dance and music.

Since the techniques developed for the shaping of Perspex and other plastics were (more or less) perfected during World War II (1939-1945), they’ve been widely adopted in industrial mass-production, for better and worse.  One thing made possible was boomerang-shaped taillights on cars which for years were about the most avant-garde of their type although of late, designers have been unable to resist the contortions and complexity made possible by the use of LEDs (light emitting diode).  Some critics insist the “boomerang” tag should be applied only to something in the shale of the “classic” boomerang and that anything asymmetric is properly a “hockey stick” but most seem content with the label.

Top row, left to right: 1969 Pontiac Bonneville, 1970 Hillman Avenger and 1967 Plymouth Barracuda.  Those which point "up" probably work better than those pointing "down" because the latter imposes a "droopiness".

Middle row, left to right: 1967 Chrysler Valiant VE Safari (Wagon), 1967 Chrysler Valiant VE Sedan and 1962 Pontiac Bonneville.  Strangely, although the sedan and wagon versions of the VE Valiant both used the boomerang shape, the moldings were different.

Bottom row, left to right: 1958 Edsel Bermuda station wagon, 1960 Chrysler New Yorker and 1975 Mazda RX-5.  The Edsel's tail lights worked as indicators and because the boomerang shape had link with the detailing on the rear quarter panels, when flashing, they actually "point" in the direction opposite to which the car is turning.  It was a harbinger of the Edsel's fate.

Louis Vuitton’s Fall 2014 campaign shoot with 1972 Maserati Boomerang, Giardini della Biennale, Venice.

The photo-shoot for Louis Vuitton’s Fall 2014 campaign at Venice’s Giardini della Biennale featured the 1972 Maserati Boomerang concept car.  Coordinated by Nicolas Ghesquière (b 1971; LV's women's creative director since 2013) and shot by German photographer Juergen Teller (b 1964), it was a rare appearance of the Boomerang which, designed by Giorgetto Giugiaro (b 1938), had first appeared at the Turin Motor Show as a static mock-up in Epowood (a versatile epoxy used for forming shapes) before being engineered as a fully-finished and working vehicle, built on the underpinnings of a Maserati Bora (1971-1978).  In that configuration it was displayed at the 1972 Geneva show where it was understood as one of the “high-speed wedges” of an era which included the original Lancia Stratos, the Lotus Esprit and, most influentially of all, the Lamborghini Countach, the cluster defining the template around which exotic machines would for decades be built, the design motif still apparent in today’s hypercars.  Eye-catching from the outside, the interior also fascinated with a steering wheel and gauge cluster built as a single console emerging from a distant dashboard, the wheel rotating as the gauges remained stationary.

1972 Maserati Boomerang by Giorgetto Giugiaro.

It was Italdesign, founded by Giorgetto Giugiaro which designed the Maserati 3200 GT (Tipo 338; 1998-2002), a car which, although not exciting in a way many of the marque’s earlier models had been, was an important element in the establishing Maserati’s twenty-first century reputation for functionalism and quality.  Importantly, although in production for only four of the transitional years during which ownership of the brand passed from Fiat to Ferrari and the solid underpinnings would be the basis for the succeeding Coupé and Spyder (4200 GT, Tipo M138; 2001-2007).

Maserati 3200 GT (left) and 1973 Dino 246 GTS (C&F) by Ferrari.  Round lights are better than other shapes.

It was on the 3200 GT that Italdesign used tail-lights in the shape of a boomerang, much comment upon at the time but also a landmark in that they were the first production car to be sold with taillights which were an assembly of LEDs, the outer layer the brake lights, the inner the directional indicators (flashers).  Following the contours of the bodywork and integrated with the truck (boot) lid, they were the most memorable feature on what was otherwise an inoffensive but bland execution which could have come from any factory in the Far East.  They generated much publicity but it’s hard to argue they’re better looking than the classic four round lenses known from many of the best Italians.  Like architects, designers seem often drawn to something new and ugly rather than old yet timeless, the former more likely to attract the awards those in these professions award one-another.

Northrop YB-49 in flight, California, 1952.

The aerodynamic properties of the “flying wing” have long intrigued aircraft designers.  The USAF (United State Air Force) even contemplated putting into production on of Northrop’s design but in the mid-1940s, needing a delivery system for its nuclear bombs which was a known, reliable quantity, opted instead for the Convair B-36 which they acknowledged was obsolescent but would provide a serviceable stop-gap until wings of the upcoming Boeing B-52 could be formed.  That doubtlessly was the correct decision and in the decades since, neither a military or civilian case has been made for the “flying wings”, the machines which have entered service really variations on the proven delta-wing concept but the big Northrop YB-49 & XB-35 possessed an undeniable beauty and it’s a shame all were scraped by 1953.  The air force personnel actually preferred to call them “bat bombers”.

Flookerang & Fratzog

Flookerang (pronounced flook–ah-rang)

A corporate logo adopted in 1957 by Chrysler Corporation for use in promoting the dramatically restyled versions of the company’s “Forward Look” designs (1955-1956).

1957: The construct was flook + (boom)erang.  Now mostly obsolete, flook was an alternative spelling of fluke (in the sense of “blade at the end of an anchor”).  In wide nautical use, flook (fluke) was used of any of the triangular blades at an anchor’s end, the appendages there to “catch” on the seabed or riverbed, keeping the vessel moored in position (ie not drifting away with the tide).  In armaments design, the flook was a metal hook that appeared close to the tip of many staff weapons (such as a bill) with the effect in combat depending on use; if thrust, could be penetrative (armor or flesh as need be) while if swung it could work as a “grappling hook”.  Fluke & flook are old words, documented since at least the tenth century although, anchors, staff weapons, arrowheads and such having by then been in use for millennia, the forms may well be more ancient.  The origin was the Middle English flok, fluke & flewke, from the Old English flōcand and cognate with the Old Norse flōki; it may be compared with the Old High German flah (flat (source of the modern German flach)), from the Proto-Germanic flakaz although for technical reasons related to the phonetics, etymologists seem to prefer a link with the Middle Low German vlögel (wing) and the Germanic vlōch & vlucht (used in the sense of both “wing” & “flight”) or even vlunke (the modern Low German Flunk (wing, pinion)).  The modern use in German of fluke to describe the tail of whales and such is thought borrowed from English.  The use of sea creatures came from the Old English flōc (flatfish), of Germanic origin, related to the German flach (flat), the Old Saxon flaka (sole), the Old High German flah (smooth) and the Old Norse floke (flatfish, flounder, flak, floe; disk), all ultimately from Proto-Germanic flakaz, from the primitive Indo European root plak- (to be flat).  The parasitic worm was so named in the 1660s by virtue of the distinctive (flat) shape.

A Flookerang: Chrysler corporation brochure, 1958.

In general use, “fluke” has become familiar as the description of the two lobes of the tails of whales (or similar creatures) and whales “fluking” their tails (appearing above the surface just as a deep dive is about to begin) have long been an Instagram staple; once hunted close to extinction for their meat and oil, the charismatic beasts are now among nature’s most prolific content providers although their flukes do occasionally suffer the indignity of being labelled “fishtails”.  Being mammals, they belong to the order Cetacea and are within the zoological class Mammalia, not Pisces.  Interestingly, although “fluke” & “flook” were historically used of the barbed projections added to some arrowheads, the terms seemed to have vanished from modern specialist terminology, replaced by “barbed arrowhead”, the two projections (pointing backwards towards the shaft) designed to resist withdrawal after penetration (and doing victim much damaged during the extraction).  The link with (in this case unfortunate) whales is that the biggest of the barbs were on the biggest of the arrows (the harpoons on whaling ships).  The variant in Scots English was fluik, known to be in use by at least the early seventeenth century.  The way use evolved differently in specialist vocabularies does make sense with nautical jargon retaining fluke or flook for an anchor's broad, seabed-catching blades while in archery, the industry settled on “barb”, presumably because the purpose of the structures mirrored the natural world, barbs in animals and plants doing much the same job.  Boomerang entered English texts only in 1827 and was from būmariny (missile weapon used by Australian Aborigines (a historic term for the native tribes in the continent of Australia, now generally classified as “indigenous” or “first nations” peoples)), the recorded phonetic form of a word in one of the now extinct languages spoken by the Dharuk people native to an area in what is now NSW (New South Wales) and known to geographers as the Sydney Basin.  A word pronounced as wo-mur-rang was noted in NSW in 1798 and it may have been related but there’s no documentary evidence.  Flookerang is a noun, Fratzonic is an adjective and Fratzonically is an adverb; the noun plural is Flookerangs.

1957 Chrysler brochure with Flookerang.  While the 1957 cars were (for better and worse) immensely influential, Virgil's real masterpiece was the 1955-1956 “Forward Look”; frankly, there he should have paused for a few seasons.

Although the The Flookerang can best be described as a pair of stylized boomerangs, one with an especially acute angle overlaid atop another in a more conventional shape and it can be assumed Chrysler used flook in the sense of the appendages on weapons rather than the homophonic fluke’s sense of (1) a lucky or improbable occurrence unlikely to be repeated or (2) to by pure chance obtain a successful outcome (although, in retrospect, there was an element of both in the corporation’s 1957 ranges).  The shape obviously was abstract and did not represent one of Chrysler’s manufacturing divisions (in 1957: Plymouth, Dodge, DeSoto, Chrysler & Imperial) or a specific model or range.  It was instead a mid-century modernist allusion to the latest version of the company’s “Forward Look” design, introduced for the 1955 season and styled by Virgil Exner (1909–1973; vice president of styling, Chrysler Corporation 1957-1962).  The 1955-1956 Chryslers were for the corporation a watershed because although the mechanical engineering had always been sound (in some ways, often industry-leading), by the late 1940s the styling of the cars had become “frumpy”, a product of the design ethos of Kaufman Thuma “K.T.” Keller (1885–1966; president of Chrysler Corporation 1935-1950 and chairman of the board 1950-1956) who believed a car should be able to be “driven by a gentleman with his fedora or Stetson on”.  This resulted in cars that were tall & boxy; while comfortable to sit inside and drive, they looked old-fashioned and out of step with styling trends from Europe or elsewhere in Detroit.  Basic engineering was the message (“function over fashion” in the modern parlance) and although there were critics of the approach (including many within Chrysler), Keller was unmoved, quoted as saying that while none of the corporation’s cars would: “…knock your eyes out, neither will they knock your hat off as you enter or exit”.  He also had earthier ways of explaining his philosophy.

Flookerang variations: 1958 Plymouth Fury (left), 1961 Dodge Dart Phoenix (centre) and 1961 Plymouth Fury (right).

Trouble was, in the unexpectedly prosperous US of the early 1950s, folk were becoming more interested in style and less in their hats and when Exner’s “Ford Look” appeared late in 1954, buyers responded to “longer, lower, wider” as predictably they would for most of the next two decades.  The lines were elegant, the dimensions well proportioned and, at least in the more expensive versions, there was nicely detailing and it was a direction the industry could have taken but the US of the mid 1950s had become something of a candy-store and there were lots of kids with pocket money; prosperity begat excess.  Exner’s 1957 range more than any was the one that ushered in mass-market fins and a half-decade of bloat in the American automobile; in retrospect, it was “the curse of plenty”.

Exner's masterpieces: 1955 Chrysler C-300 (left) and 1957 Imperial Crown Southampton (right).

Still, the macropterous era was among the most memorable era in an industry that’s had a few and, if excess there must be, it should be “laid on with a trowel”; that Exner’s re-styling for 1957 did but within a couple of seasons, compared with the ways GM (General Motors) outposts like Buick and Cadillac would explore the theme, the 1957 Chryslers appeared (almost) restrained.  By contrast with the extravagance seen on the cars the emblem was created to promote, the Flookerang was subtle, the overlaid shapes denoting (1) rapid forward progress and (2) the sweep of those big fins rearward.  As a conceptual link it was one of the more successful of its kind but, unfortunately, the species it referenced soon went extinct.  Chrysler in 1957 had announced the look in banner headlines reading “Suddenly, it’s 1960” and, in a period when the “futuristic” was everywhere in films, newspapers and fiction, the cars did seem to offer a glimpse of a bright, shiny new world.  The problem was however that once on the path of excess there is nowhere to go but “more excessive” and that’s what happened; by the time it really was “1960”, the moment had passed and the fins soon would be pruned, Exner fired (actually relegated to a face-saving consultancy) with the Flookerang in 1961 (mostly) abandoned, replaced by the mysterious Fratzog.

Flookercharger.

Chrysler’s use of the Flookerang was inconsistent, both in variations in shape and placement on vehicles, on some models appearing one season, vanishing the next, only to re-appear for an encore, perhaps explaining why it never really became culturally embedded as a symbol, its relatively short life contributing also.  It must though have appealed to at least one custom-builder who blended the tail-fins of a 1960 Plymouth Fury with a 1966 Dodge Charger, the Flookerangs left in place despite the tendency of those crafting such things to remove “extraneous detailing”.  The styling of the 1966-1967 Chargers was received with restrained enthusiasm (although, once a small spoiler had been added to the trunk (boot) lid to tame the “lift” encountered at high speed, the fastback lines proved aerodynamically efficient on the NASCAR (National Association for Stock Car Auto Racing) ovals) but few would have suggested grafting on a 1960 Fury’s fins would have improved the aesthetics.  That was however done by one visionary soul who didn’t stop at what clearly was thought a callipygous optimization, a 1967 interior used with the dashboard modified to house a remarkable 19 gauges, the four electroluminescent pods on the driver’s side matched by a symmetrical quartet to the right.  The engine was a 440 cubic inch (7.2 litre) V8 that may have been original although it included a Sonoramic cross ram induction system (most photogenic but never offered by the factory with the 440); the transmission a TorqueFlite 727 Automatic.  Given the configuration, adding five hood scoops seemed appropriate and the steering wheel boss retained its original Fratzog.  Unfortunately, the unique machine was damaged in a garage fire (one unkind comment on a Mopar site suggesting it may have attracted “the wrath of God”) and its fate is unknown.

Fratzog (pronounced frat-zog)

A corporate logo since 1961 used from time to time by Chrysler Corporation (and of late revived by Stellantis, the multi-national automotive manufacturing concern into which Fiat-Chrysler was in 2021 absorbed).

1960: According to industry legend, a wholly meaningless word made up on the spur of the moment by the shape’s designer.  If the designer (whose name remains unknown) had some inspiration for their choice, it seems never to have been documented but frequently it’s been assumed the construct was frat(ernity)+ zog.  Fraternity was from the Middle English fraternite, from the Old French fraternité, from the Latin frāternitās, ultimately from frāter (brother).  Although almost certainly unrelated to Fratzog, in the Albanian language, zog translates literally as “bird” (zogu (“the bird”, using the definite article)).  The Zogolli family’s (the construct being the root Zog + the Ottoman-Turkish patronymic suffix –oglu (son of)) most famous member was Zog I (Ahmed Muhtar Bey Zogolli; 1895–1961); King of Albania 1928–1939) and in 1922 (after the Ottoman Empire was dissolved), he Albanized and shortened his surname to Zogu, six year later clipping the final “-u” and adopting the mononym King Zog as his royal title.  Fratzog also predates by some 16 years the acronym ZOG (used also as Zog) (Zionist Occupation Government, Zionist Occupational Government, or Zionist-Occupied Government), a term (dating from 1976) for the US government used by certain antisemitic conspiracy theorists claiming Jews secretly control the US government (a recurrent theme in Nazi propaganda under the Third Reich (1933-1945) extended also to the UK government).  JOG (Jewish Occupational Government) has also been used but, historically, SOG was preferred it was thought to distinguish “Jewish subversive conduct” from “being Jewish” although that subtlety escaped most.  Fratzog is a noun; the noun plural is Fratzogs.

1966 Dodge Charger.  In case people didn't “get the message”, Dodge added a fratzog to the hubcaps (top left), gas cap (top left) and grille (centre) while a Flookerang appeared on the C-Pillar (bottom left) with a pentastar behind the front wheel-arch (bottom right).

Using standard etymological deconstruction, a surface analysis of Flookerang reveals the portmanteau construction but all that’s known of the origin of Fratzog is the logo emerged in mid 1960 from Chrysler’s Highland Park styling studio, then under the direction of Elwood Engel (1917–1986; Chief Designer, Chrysler Corporation 1961-1973).  Whether it was the work of an individual or something of a team effort is unclear but, given the simplicity of the task, that it came from the hand of a single designer is quite plausible.  While never named, some sources have referred to the designer as “he” so it’s reasonable to assume it was a man (throughout Detroit the styling studios then an almost exclusively male domain although women had for decades being involved in color choices and interior detailing) but no documentary evidence has ever been sighted.  The meaning of Fratzog has long been a mystery with the industry legend being it was “made up on the spot” after someone in the marketing department sent a request asking how they should refer to the thing.  Having the punchy qualities of being short, memorable, phonetic, unique and needing only two syllables, it would have had some appeal to marketing types but whether they ever sent a “follow-up” asking what it meant, isn’t known.

Cornell University's Chi Phi fraternity house, 107 Edgemoor Lane, Ithaca, New York.

Probably it was good they didn’t pursue the matter because the orthodoxy is “Fratzog” has no meaning, speculation focused usually on the “frat” element with the most popular theory being it may be a borrowing of the clipping of “fraternity” (a social organization of male students at a college or university) and familiar in forms such as “frat party” (much associated with drunkenness, frat houses to this day one of the most convenient paths to alcohol for those under 21 (in the US the minimum age at which alcohol may be purchased and consumed)).  Many of the designers at Highland Park would have been “frats” (members of a fraternity and habitués of frat houses) so it’s not impossible “fratzog” may have been slang among certain drunken students although that’s wholly speculative but there is a rich history of such constructs including “frat boy” & “frat rat” (members of a fraternity, the most obnoxious of the breed dubbed “fratholes”), “frat house” (a fraternity's building) and “frat flick” & “frat lit” (movies & books about fraternities or appealing to the frat boy stereotype (“fratire” the ultimate form of the literature, now understood as a stream of “toxic masculinity”)).  As might be predicted given the elements of frat house life (males aged 17-25, ample stocks of alcohol, disposable income and proximity to sorority houses (a source of female students aged 17-25)), behavior can be less than ideal and recent scandals at Cornell University have illustrated aspects of the culture.  Sorority was from the Renaissance Latin sorōritās, from the Classical Latin soror (sister), from the primitive Indo-European swésōr; the word may be compared with the Portuguese sororidade, the Spanish sororidad and the French sororité.

Lindsay Lohan “on theme” in the livery of the Cincinnati Bengals (a football team in the NFL (National Football League) as a member of the AFC (American Football Conference) North division (left) and 1968 Dodge Charger Bengal Edition (right).

The Dodge Charger Bengal Edition was created in 1968 by Cincinnati Dodge dealer to celebrate the formation of an NFL franchise for the city, arranging with Chrysler’s fleet supply staff to have the cars painted in orange and fitted with black vinyl roofs to match the team’s colors.  Amusingly, Chrysler had no such orange in the color charts for its passenger cars but a shade mixed for Michigan Department of Transportation's fleet proved a perfect match.  An order of 50 was required for the specialized run so 50 duly were ordered in a variety of mechanical configurations.  Reflecting Dodge’s usual build practice for 1968 Chargers, Fratzog logos were fitted on the grille and rear panel unless the R/T package also was ordered in which case R/T badges were substituted.  In either case, a Fratzog appeared on the steering wheel boss but mysteriously, some 1968 Charger R/Ts exist with a small Fratzog on the instrument panel while others have a miniature R/T.  “Special editions” like the Bengal Charger often appeared to stimulate sales of slow-selling models but the 1968 Charger was a hit from day one and although the product planners had projected sales that season of around 20,000, they were pleasantly surprised when more than 96,000 left the showroom, a second assembly line quickly added to meet demand.  It was a remarkable increase on its slab-sided predecessor (1966-1967) that in 1967 had struggled to achieve a volume of less than 15,000.

A Fratzog.

King Zog I of Albania died in 1961 but there’s nothing to suggest Fratzog’s second element was inspired by or a tribute to the deposed monarch, by then living in France (the culmination of a peripatetic exile made comfortable by having looted the Albanian treasury of its gold reserves) where he would succumb to cancer, his 65 years a reasonable achievement for someone who reputedly smoked some 200 cigarettes a day (if true, assuming he slept 8 hours a day, that’s a fag about every 5 minutes which does seem a heroic devotion to the art).  It’s intriguing to ponder whether being dubbed a “fratzog” was something good or bad but, whatever might be the history of the name (that might to some sound like something associated with the rituals in a Masonic Temple), the shape is no mystery to mathematicians, the Fratzog based on a Deltoid curve (the roulette created by a point on the circumference of a circle as it rolls without slipping along the inside of a circle with three or one-and-a-half times its radius).  Its year of debut came of course at the at the dawn of the space race but while the shape (three delta-forms arranged in an equilateral triangle) might be thought (at least vaguely) evocative of an aerospace theme, that would not much have encouraged more pessimistic types who saw only a “fractured deltoid”.  So, no translation, acronym or verified linguistic origin exists but despite that it certainly caught on, first appearing on the 1962 Dodge Polara 500 and Custom 880, before being applied to various Dodge and other Chrysler models until 1976 and in some places lingering until 1981 when, at the instigation of the new CEO, Lee Iacocca (1924–2019), the pentastar logo was standardized corporation-wide.

Fratzog on 1972 Australian Chrysler Valiant Charger E55 SE 340; not only the Americans had long model names.

Nor is it known if the Fratzog’s “triangular” theme was an allusion to the company’s original logo.  The Dodge brothers' (Horace (1868–1920) and John (1864–1920) engineering business had begun production of passenger cars just before World War I (1914-1918) and their first emblem had been a dual interlocking triangle that resembled a stylized Star of David.  The family was not Jewish and it’s believed the logo used representations of the Greek letter delta (in upper case use a triangle shape) meant to represent the two brothers who had always been close (John dying of pneumonia during the 1918-1921 influenza pandemic and Horace expiring the same year from cirrhosis of the liver).  Other logos would appear after Chrysler purchased Dodge in 1928 (following an abortive earlier attempt) but none were even vaguely Fratzogish so history is not much help in tracing the origin; the industry legend of a designer just “liking the shape” may really be true.  It did though have a longer and more diverse career than the Flookerang, serving variously as body badges & grille emblems and appearing also on gas (petrol) caps & horn buttons.  Despite the proliferation, the Fratzog never became thematic in print advertising the way the Flookerang had been used in the 1950s.  So that's it, both words (one a conventional portmanteau, the other possibly one but genuinely mysterious) emerging from a Detroit styling studio although, had anyone concluded Flookerang & Fratzog was likely either an unfinished novel by Fyodor Dostoevsky (1821–1881) or a firm of Jewish accountants, that would have been understandable. 

The original Dodge Brothers logo, used between 1914 and 1930.  The oft-repeated story the logo was adopted to annoy the notoriously anti-Semitic Henry Ford (1863-1947) is now thought an urban myth.

Except among collectors or students of such things, by 2024, neither logo probably much registered in the public consciousness in the way of Chevrolet’s bow-tie or Ford’s “Blue Oval” (that font a hand-drawn rendition based on Henry Ford’s signature although PostScript and TrueType emulations variously are available (FordScript the closest, Fabiola Script & Neville Regular similar)) but despite the collective memory having faded, in 2024 Dodge announced the Fratzog would be revived as symbol of its new range of electric power-trains, assuring the world the constant advances in battery chemistry meant the days of thousand HP (horsepower) EVs with AWD (all-wheel-drive) and a 500 mile (800 km) range were nigh; burning rubber wasn’t going away, it’d just no longer require gas.  To make the historic link, there was CGI (computer generated graphics, generative AI (artificial intelligence) at that point not sufficiently refined) footage with Fratzogs, a rationale and lots of tyre smoke.  As things turned out, batteries continued to improve but Dodge’s announcement 2023 would be the end of the line for their gas-powered V8 muscle cars turned out to be premature though genuinely that was the intent.

1967 Wolseley Hornet (1961-1969, left) and 2022 Dodge Charger Daytona SRT EV Concept (right).  Although six decades apart, there are still commonalities, both having four wheels and illuminated grille badges.

Keen-eyed observers of promotional material for the 2024 (EV) Charger Daytona noted Fratzog logos on the wheel hubs with the one in the centre of the grille being illuminated, a feature long associated with the English manufacturer Wolseley which, under a number of corporate umbrellas between 1901 and 1975 variously thrived, survived or struggled until finally becoming one of the many victims of the doomed British Leyland (1968-1986).  Wolseley never produced a muscle car but in the 1950s & 1960s was one of the "preferred suppliers" for many of the UK's metropolitan police forces.  The Wolseley trademark is now in the hands of the CCP (Chinese Communist Party), the state-owned SAIC Motor (formerly Shanghai Automotive Industry Corporation) acquiring it by virtue of the MG Rover Group having in 2005 been absorbed by SAIC subsidiary Nanjing Automobile.  Although Nanjing has since 2008 produced vehicles using the MG name, there has never been any indication the Wolseley marquee might be revived, presumably because unlike MG which retained strong “brand recognition” because of the following enjoyed by its pre-1980 sports cars, Wolseley has faded from the collective memory, most of its original customers now dead. 

EV: The future of Fratzog.  Dodge's EV shtick is that “people buy performance, not a mechanical specification”, a variant of the hardware store's “people don't want 20 mm drill bits, they want 20 mm holes); it'll be interesting to see if the “US muscle car model” (front-mounted V8, RWD (rear-wheel-drive)) can be re-defined to “performance breakdown”.  The market will decide.

There was also a neologism, “Frazonic” emblazoned on the rear valance; it turned out that adjective referred to the “Fratzonic Chambered Exhaust” (piped “engine noise”, replicating in tone and dB (decibels) the song of a Hellcat V-8; the adverb presumably “Fratzonically”).  Just as government regulations had by the early 1970s contributed to the demise of the first muscle car era (although the insurance companies did their bit), so it seemed clear that five decades on, government edicts might also drive extinct at least the V8-powered monsters of the new generation, production of such things no longer viable given the new fleet fuel efficiency mandate.  However, as things turned out, there may be a stay of execution, internal documents “obtained” by various sites appearing to confirm Dodge’s EV ranges may in 2028 be augmented by a Charger running the supercharged 6.2-liter (376 cubic inch) Hemi Hellcat V8 in a RWD (rear-wheel-drive) configuration.  The internal designation appeared as “HEV” though that stood for not the by now common “Hybrid EV” but the wholly more subversive “Hellcat Equipped Vehicle”; that repurposing may not have been mischievous but someone at Dodge may have been trying to annoy Greta Thunberg (b 2003).  So Dodge is gearing up for what may be one last hard ride for those who can remember the way things used to be done (when noise was organic and not Fratsonic) but within the Stellantis product planning department, the only poem much read is likely to be To a mouse (1785) by Robert "Rabbie" Burns (1759–1796) with focus on the two famous lines: “The best laid schemes o' Mice an' Men / Gang aft agley” (ie however well-planned, things can go awry).  Corporate America has found Donald Trump’s (b 1946; POTUS 2017-2021 and since 2025) second administration more accommodating than its immediate predecessor but, like many, keenly they’ll be watching the returns from the 2026 mid-term elections.

Sqound

Sqound (pronounced skwu-kuhl)

An object in the shape of a square with rounded corners.

1990s: The word was coined by a person or persons unknown to distinguish between the (round) taillights used on (most) C4 Chevrolet Corvettes between 1983-1989 and those built subsequently (1990-1996), the construct being sq(uare) + (r)ound).  Square was from the Middle English square, sqware & squyre, from the Old French esquarre & esquerre, (which endures in modern French as équerre), from the Vulgar Latin exquadra, the construct being ex- (the prefix used as an intensive) +‎ quadro (four cornered; make square), from quadrus (square).  It displaced fēowerecge (four-edged).  Round was from the Middle English round & rounde, from the Old Northern French roünt & rund & the Old French ront, runt & reont (which endures in modern French as rond), from the Late Latin retundus & the Classical Latin rotundus.  The noun developed partly from the adjective and partly from the corresponding French noun rond.  Sqound is a noun & adjective; the noun plural is sounds.

1993 Chevrolet Corvette ZR1.

Perhaps the ultimate “niche word”, the only known use is among members of the “C4 ZR1 ‘Vette cult” (those devoted to that model in the fourth series (C4) Chevrolet Corvette, 1984-1996) who use it as a noun & adjective to describe the taillights fitted to the Corvette ZR1 (1990-1995), released at the 1989 Geneva Motor Show.  Although an obvious visual clue, the ZR1 attracted most attention by its use of an all-aluminium, 350 cubic inch (5.7 litre; LT5) V8 which featured double overhead camshafts (DOHC) and 32 valve heads.  While the displacement was shared with the mainstream small-block Chevrolet V8s, so different was it in terms of construction and internal dimensions that the Corvette community (a priesthood with very firm views) regard it as something separate from the long-running (1954-2003 in production vehicles but still available as a "crate engine") small-block V8 family.  The engine was a co-development between Chevrolet and the UK-based Lotus Group which General Motors (GM, Chevrolet’s parent corporation) had acquired in 1986 (maintaining ownership until 1993) and was intended for use in a Corvette which could be marketed as the “world's fastest production car” (GM defining what constituted “production”); the V8 was given the internal designation LT5.  Although in the mid-1980s electronic engine management systems were still in their infancy, the LT5 did feature some genuine innovations in its fuel management, enabling the combustion chamber design to be optimized for power without this imposing the usual compromises in drivability at lower speeds.  Assembly of the (relatively) low-volume LT5 was sub-contracted to Mercury Marine which had long experience of the materials used in the construction.

LT5 V8 in 1990 (believed built in 1989) Chevrolet Corvette ZR1, one of 25 GM R&D (research & development) prototypes built to test the active-suspension system.

Perhaps of greater significance to GM was the expertise Lotus possessed in chassis design & tuning although the Corvette was a very different machine to the smaller, lighter cars with which Lotus had built their reputation, encapsulated by the philosophy of company founder Colin Chapman (1928–1982): “Simplify, then add lightness”.  Historically, that idea was most “un-Corvette” like and despite the aluminium engine block and heads, the ZR1 did emerge from development weighing some 200 lb (91 kg) more than the typical C4 Corvette, the additional heft the consequence of weightier components needed to support the greater speed and lateral forces made possible by the additional power and cornering capability.  On the road, the Lotus influence was certainly felt, the ZR1’s limits of adhesion as impressive as the then impressively wide (315-35 x 17 inch) tyres would suggest.  Befitting its role, the ZR1 was offered only as a coupé with a removable roof panel (no convertibles were produced) and as well as the wider wheels, it was distinguished from the rest of the range by a widened tail section with a convex rear fascia housing four “squond” taillights, the first time since the 1961 models anything but four round units had appeared on a production Corvette.

1987 Chevrolet Corvette with the round taillights used between 1984-1990 (left) and 1993 Chevrolet Corvette ZR1 with sqounds.

The ZR1 was much admired although not all approved of the squonds.  However, Chevrolet’s stylists must have liked them because in 1990 the convex fascia and squonds were standardized across the range, presumably pleasing the accountants who probably never saw the point of producing two different moldings which fulfilled the same function.  Why the C4 cultists settled on “sqound” isn’t known but it’s likely to have been something which just “came to someone” searching for a word to describe a shape which was neither quite round or square; within the cult there is (as far as in known), no “linguistics & etymology” committee.  In 1990, there was no world wide web and the internet was almost unknown outside of universities and places like the Pentagon so it wasn’t as if Google was there to answer the question.  Had search engines been available, it’s likely sqound might never have been coined because the word “quartic” quickly (as least as quickly as a 2400 kbit/s modem on a dial-up connection permitted) would have been unearthed.

1960 Plymouth Fury four-door hardtop (left), 1974 Austin Allegro 1750 Sport Special (centre) and 2024 Chevrolet Corvette Z06 coupé (right).

Once a technical term in the arcane world of algebra and thus known to only a few, "quartic" first gained a larger audience in 1973 when, to general derision, British Leyland (BL) released the Austin Allegro, complete with a steering wheel which was “not quite round and not quite square".  Explaining it was chosen to afford the diver greater leg-room and provide a better view of the instruments, BL revealed the shape was “quartic”.  The idea actually wasn’t novel, dating back decades and had been used on quite a few American cars during the early 1960s but for whatever reasons, the presence of one in the Allegro attracted little but criticism, something the rest of the vehicle would soon suffer.  BL also attracted the scorn of mathematicians who hastened to point out a quartic is “an algebraic equation or function of the fourth degree or a curve describing such an equation or function” insisting the correct description for a "square with rounded corners" is “squircle” (in algebraic geometry "a closed quartic curve having properties intermediate between those of a square and a circle"), the construct being squ(are) +c(ircle).  Few etymologists (and certainly no lexicographers) appear to have listed sqound as a "real" word but it's of interest because as a rare example in English of a word where a "q" is not followed by a "u"; such constructs do exist but usually in the cases where initialisms have become acronyms such as Qantas (Queensland and Northern Territory Aerial Services).  Such words do appear in English language texts but they tend to be foreign borrowings including (1) qat (or khat) (a plant native to East Africa and the Arabian Peninsula, often chewed for its stimulant effects), (2) qi (a term from Chinese philosophy referring to life force or energy), qibla (the direction Muslims face when praying (towards the Kaaba in Mecca)) and (4) qiviut (the soft under-wool of the musk-ox, valued when making warm clothing).  For a while, BL pretended to ignore the geometry pedants but within a year replaced the wheel with a conventional circular design.  Whatever the name, variations of the shape have since become popular with high-end manufacturers, Ferrari, Aston-Martin, Lamborghini and others all pursuing non-circular themes and one is a feature of the latest (C8) mid-engined Chevrolet Corvette, in which, unlike the unfortunate Allegro, it's much admired.

The antipodean Edsel: 1973 Leyland P76 Super V8 (left) and 1974 Leyland Force 7V (right).  Only 10 of the prototype Force 7V coupés survived the crusher but although it offered the novelty of a hatchback, the styling was ungainly and the very market segment for which it was intended was close to extinction.  Even had the range survived beyond 1974, success would have been improbable although the company should be commended for having intended to name the luxury version the Tour de Force (from the French and translated literally as "feat of strength"), the irony charming although En dépit de tout (In spite of everything) might better have capture the moment.      

Although 1973 was the last “good year” for the “old” UK economy and one during which British Leyland was looking to the future with some optimism, the corporation’s troubles that year with steering wheels were, in retrospect, a harbinger for what lay ahead.  In addition to the Allegro, also introduced in 1973, on the other side of the planet, was the P76, a large (then a “compact” in US terms) sedan which Leyland Australia hoped would be competitive with the then dominant trio, GMH’s (General Motors Holden) Holden, Ford’s Falcon and Chrysler’s Valiant, the previous attempts using modified variants of UK models less than successful.  Leyland at the time kept expectations low, claiming the target was nothing more than a 10% market share and the initial reception the P76 received suggested this might more than be realized, the consensus of press reports concluding the thing was in many aspects at least as good as the opposition and in some ways superior, the country’s leading automotive that year awarding the V8 version the coveted COTY (Car of the Year) trophy.  Unfortunately, the circumstances of 26 June 1973 when the P76 was launched didn’t last, the first oil crisis beginning some four months later which resulted in a spike in the price of oil which not only suddenly dampened demand for larger cars but also triggered what was then the most severe and longest-lasting recession of the post-war years.  Basic design flaws in the body engineering and indifferent quality control contributed to the debacle which is now remembered as the Australian industry’s Edsel and in October 1974 production of the P76 ended and Leyland closed its Australian manufacturing facilities, never to re-open.  Not even the much-vaunted ability of the P76 effortlessly to carry a 44 (imperial) gallon (53 US gallon; 205 litre) drum in its trunk (boot) had been enough to save the outpost of the old empire.

1973 P76 with the original sharp-edged steering wheel (left) and the later version, designed for the Force 7 (right).  The P76's steering wheel was one of many flaws which were planned to be rectified (or at least ameliorated) in the "facelifted" version scheduled for 1975 but before the end of 1974 the decision had been taken in London to axe the entire Leyland Australia project.    

Given the geo-political situation, rampant inflation and troubled industrial relations of the time, the P76’s steering wheel is really just a footnote in the sad tale but, like the Allegro’s “quartic” venture it was emblematic of the self-inflicted injuries to which Leyland would subject itself, both in the UK and its antipodean offshoot.  When the P76 made its debut in 1976, there was some comment that the steering wheel’s boss had a horn-pad in the shape of a boomerang, emphasizing the Australian connection but what was criticized was the rim which had a bizarre, concave cross-section, meaning a quite sharp edge faced the driver, leaving an impression on the palms of the hands after only a few minutes driving; it wasn't comfortable and those selling steering wheel covers did good business.  The industry legend is the shape was a consequence of the typist (in 1973 it was SOP (standard operational procedure) to blame women whenever possible) who prepared the final specification-sheet having mixed up “concave” & “convex” but even if that’s true it’s remarkable the obvious flaw in the design wasn’t rectified at the prototype stage.  Some have doubted the veracity of the story but such things do happen.  On 23 September, 1999, NASA (National Aeronautics and Space Administration) lost the US$125 million Mars Climate Orbiter spacecraft after its 286-day journey to Mars and that was a time when US$125 million was still a lot of money.  There was of course the inevitable review which found the craft’s directional thrusters had, over the course of several months, been incorrectly fired because the control data had been calculated in incorrect units.  The contractor Lockheed Martin (responsible for the calculations) was sending data in Imperial measures (pounds) to NASA, while NASA's navigation team, expecting metric units, interpreted the numbers as Newtons).  As far as is known, neither the contractor nor the agency attempted to blame a typist.

Picture of Lindsay Lohan in sqound frame (frame by Hanna Zasimova) (left) and sqound headlight surrounds on 1971 Chrysler (Australia) VG Valiant VIP (right).  Passing usually unnoticed, sqounds are all around us although mathematicians insists the shape is neither a sqound nor a quartic but a squircle.