Affectionately known as the “Screaming Chicken,” Pontiac’s flaming phoenix that initially appeared on the hood of the 1973 Trans Am, is about as iconic as any identifier from the muscle car era. However, did you know that it literally rose from the dead to become the Trans Am’s trademark?
Designer Bill Porter was initially inspired by Hopi art when designing the Firebird logo. However, folks within Pontiac jokingly called it the “Sick Chicken,” so he was motivated to create an update for 1970. Inspired by a Tiffany vase that featured flame-like feathers, Porter designed a new bird that appeared to be rising. He then attached a huge version of it on the hood of a Trans Am and showed Bill Mitchell, Vice President of General Motors Design. Mitchell, who could make a sailor blush with the language he used, was not too kind towards the proposal.
Around two years later, John Schinella, another designer, decided to revive the idea. He modified the bird slightly, then crafted decals for his own car and drove up and down Woodward Avenue to gauge reaction. Everyone loved it, so he applied the new treatment to Mitchell’s custom-built black and gold Trans Am. The car, flanked by Mitchel’s similarly hued motorcycles, were parked by his office. This time, there was no negative reaction, giving Schinella the opportunity to present to Pontiac’s lead designer, Chuck Jordan, and Pontiac executives. Several were not too keen on the Screaming Chicken, but the suggestion to make the decal an option was a compromise solution that was palatable.
This decal soon became synonymous with Trans Ams throughout its lifecycle, though the huge bird was last used in 1981. For the straight scoop, check out the above video from Original Motor Car via Dean’s Garage.
