Chrysler Rebranding
Before the Pentastar came the “Medallion” logo, which has also been an on and off part of the Chrysler identity, for the past eighty years. Most recently as a blink-and-you-will-miss-it detail in the last Chrysler logo, which was used mostly as the hood ornament on Chrysler vehicles. And like other automobile companies, Chrysler has adopted the tradition of translating, literally, a physical object as a corporate identity mark and, in this case, it has taken it to monolithic levels.
“The original Pentastar had five triangles which floated independently in a pentagon shape, broken by a five-pointed star in the middle.
The new Pentastar, with some changes by Trevor Creed, Senior Vice President — Design, conveys strength and precision by fusing the ends of the five triangles to enclose the star and complete the pentagon.”
What are your thoughts on this?
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August 12th, 2007 at 1:57 pm
I like it. It’s masculine and strong. It’s very American too. It’s simple and if they can own the pentagon star it would be a great tool for branding. The only downside is that it looks like a logo for the US Pentagon and feels a bit military. I can’t imagine a small feminine car with this logo either.
August 12th, 2007 at 2:38 pm
I like the font but HATE the logo! I hated it in the 90ies and I hate it now. The recent winged emblem stated ‘high quality’, ‘high value’ and above all it a symbol of a proud brand’s history. The new emblem just looks cheap, boring and shiftless. I just hope that doesn’t read into Chrysler’s upcoming model and brand policy…
August 12th, 2007 at 5:03 pm
[...] Chrysler Rebranding Looks a little less ugly, I guess. [...]
August 12th, 2007 at 5:37 pm
very military. but i still like it
August 12th, 2007 at 5:45 pm
I think they should worry about designing exciting cars that people actually want to buy. The logo in my opinion is the least of their worries.
August 12th, 2007 at 11:31 pm
hated it then, hate it now
i suggest a new start with a new name
August 13th, 2007 at 1:32 am
Looks like a logo from a cheap champagne. Bad designed!
August 13th, 2007 at 3:59 am
Is not very similar to mercedes??
August 13th, 2007 at 12:42 pm
horrible.
August 13th, 2007 at 2:40 pm
All of sudden, the 2012 London Olympics logo is very attractive
August 13th, 2007 at 6:00 pm
KeyLime - steals my thoughts - well said
so disappointing …
they should learn a thing or two from their sister brand “dodge” and dodge the unattractive designs
its just soo sterile
the new penta-star idea is not that bad in terms of
adjusting the old one and what it conveys
but it just looks soooo cheap and crappy
its like the K-car all over again
and you would think that there would be some Daimler influence there in terms of design standards but I don’t seen any. Its a cheap looking brand all together
August 14th, 2007 at 12:47 am
And Mercedes has a star enclosed in a circle. Hmm….
August 14th, 2007 at 9:33 am
they return old logo??? I suddenly feel like I am in old day already. It got nice feel over the original pentagon
August 14th, 2007 at 11:43 am
Dragan - the “K” car image was exactly what popped into my mind when I saw the new logo.
What a disappointment. I liked the winged version much more because it had a sense of style that was both classic and modern. I wouldn’t buy a Chrysler with that logo on it (I own a PT Cruiser).
August 14th, 2007 at 3:23 pm
boooooring.
Why bring back an image that makes people think of beat up minivans with fake wood paneling?
Besides, the original was meant to look like a Crystal (and was called the Chrysler Crystal).
The new design just… doesn’t do it…
August 15th, 2007 at 3:16 pm
There is no feeling of creativity or class on these designs, the new one seems like the head of a screw, and a cheap one,
August 17th, 2007 at 8:49 am
Good thing they put the words “The New” in the new logo, so we’d know it wasn’t “The Old and Stale”.
August 18th, 2007 at 8:53 am
It’s stronger than the old one, but I think the previous one was more stylish…plus the new type spacing makes it totaly unreadable
August 22nd, 2007 at 11:13 am
I’m with others here, the new (old) logo reminds me of crappy cars and minivans that were not filled with fond childhood memories. The winged logo was very elegant and more along the lines of European style which gives it immediate class compared to other American auto logos.
I wonder if they’re trying to bank on the popularity of “retro” right now? But that only works if people want to remember the past. In this case I’d rather not.
September 5th, 2007 at 1:13 pm
I’ve never seen a logo with “The New” in it. Wonder when they take that away…in one year, two, three…or will it be new forever? If you buy a Chrysler you enter a “now”, without history or future…strange…Chrysler is really creative…
October 5th, 2007 at 5:22 pm
They most definately should use the wings and leave out the pentastar.
and they shouldn’t mess around with things unless they plan on bringing back the 1995 - 1999 style of the sebring back.