Few automaker brands hold as long a history as Chrysler, now Fiat Chrysler Automobiles. Engineer and entrepreneur Walter Percy Chrysler established Chrysler Group LLC in 1924 as part of the union of two businesses, Maxwell Motor and Willis Overland. Here’s a brief history of this well-known American automaker’s logo designs from 1924 to the present.
Changed Often, Never Forgotten
Currently, Chrysler is an American subsidiary of Fiat Chrysler Automobiles, which was founded in 2014. The business has a lengthy history and has undergone more than 10 major redesigns. It introduced its first vehicle, the Chrysler 70, in January 1924, and it’s been a long and exciting road up to present times with such vehicles as the Chrysler 300. Check out this overview of the Chrysler logo’s history.
1924-1930
Walter Chrysler aimed to integrate his concepts for the perfect vehicle design to compete with Ford’s Lincoln and Cadillac cars. To properly represent the vehicles, he needed a logo that conveyed the impression of a high-end brand. Oliver Clark, a member of Walter’s engineering team, produced two logos, drawing inspiration from Roman legends.
The first was a wax seal with two wings, reminiscent of the Greek messenger god Hermes. A blue and gold ribbon was dangling over the lower right corner of the wax seal. Since they felt it best represented speed, the company decided to use it as its logo. The second logo, which was used from 1920 to 1930, substituted a silver-winged image for a car radiator with a design intended to represent the Roman god Mercury.
1930-1936
In 1930, both originally proposed symbols for the Chrysler logo were combined. The emblem changed to a golden and burgundy stamp, with the wax seal now positioned in the center of the wings and a small ribbon piece trailed from the bottom right. This symbol was used to indicate a higher caliber of luxury car, one that was certified for quality and sure to win awards.
1936-1950
Several changes occurred over the next 14 years. On both sides of the seal, the new, looser, and stiffer wings were attached. These wings had black horizontal stripes on them and were silver in color. A new Chrysler logo with a sealed heraldic shield, Chrysler text, and a crown on top was unveiled in the 1940s.
1950-1955
In the 1950s, the Chrysler emblem underwent several changes, particularly the use of a black shield with a golden lion and a crimson crest. The logo, however, was only used for one year until 1951, when a brand-new insignia was created. The bird in this new logo was three-dimensional and had prominently raised wings. The logo remained with the company for four years and continued to stand for technological advancement and speed.
1955-1962
Two intersecting red and black boomerang shapes pointing east appeared as the next emblem, with the black curve overlaying the wider red one. A similar logo was used for the Dodge brand during this period. The Chrysler signature was not always present, and combined with the minimalist shapes, this period had one of the most unique logos in Chrysler’s history.
1962-1980
In 1962, one of the most well-known Chrysler emblems first appeared: the Pentastar, which the Lippincott and Margulies firm and designer Robert Stanley created. The Pentastar logo, in Stanley’s opinion, represented elegance, simplicity, and dynamism. Beneath the pentagon was the brand name in bold, black capital letters. The innermost points of the pentagon also served as narrow, white shapes, forming the impression of a star.
1980-1990
Starting in the 1980s, Chrysler switched to an all-capital text-based logo made up of a contemporary signature with rounded letters and confident, futuristic lines. The nameplate’s open “R”s in both directions gave the brand’s simplified logo the perfect touch of visual identity. New styles to come would expand on this idea, adding wide silver badges underneath the text.
1990-1993
The winged seal returned to the Chrysler symbol in 1990, in the center of the badge under the brand name. The details were cleaned up, the wings lengthened, and the seal changed to an oval shape. The symbol looked chic and contemporary while staying reminiscent of past eras.
1993-2000
For the 1993 iteration, the company chose to pay homage to its previous logo and reconnect with its roots, placing the copper original brand logo inside a black oval. The badge had a blue ribbon at the bottom of the seal, a blue strip in the middle, and a golden seal with wavy borders. A crimson circle with zigzag lines was also present around the seal.
2000-2009
In 2000, the Chrysler logo became a hybrid of the Pentastar and wordmark logos from the 1980s. With a classic typeface and thicker lines, the Pentastar logo was positioned to the left of the company name. Pentastar grew significantly in 2008, and so came a new design with the wordmark beneath it. From 2008 to 2009, the Pentastar expanded, and another silver wing badge replaced it.
2009-Present
Since 2009, the redesigned Chrysler logo’s three-dimensional wings now feature a sleek metallic gradient with hints of blue, representing stability, longevity, and professionalism. The Chrysler brand name is displayed in light gray sans-serif at the top, with large and broad capital letters.
Every brand strives to create and optimize a symbol that can adequately represent its value to customers. Designer Oliver Clark, a leader in the newest emblem’s conception, noted that American cars are loved for their high speed, luxury, and quality. However, Chrysler has gone beyond even those traits, using its logos to subtly communicate a focus on history, family business, and trust.
Find a Chrysler, Dodge, and More in New Prague
The history and meaning of the Chrysler logo add up to one of the more nuanced and intriguing stories of any major automotive company marketing symbol. If you’re a fan of this American-founded brand and wish to buy or lease a new Chrysler, visit Jeff Belzer Chrysler Dodge Jeep Ram (CDJR) in New Prague. You can even use our handy site to custom order CDJR vehicles.
Chrysler logo by EvinDC is licensed with CC BY 2.0
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