Chrysler Group LLC is a world-renowned American multinational car manufacturer largely owned by the Italian automaker Fiat. Established as the Chrysler Corporation in 1925, the company now employs more than 51,623 people worldwide with total assets of US$ 35.449 billion as of 2010.
Headquartered in Auburn Hills, Michigan, some of its most famous brands include Chrysler, Dodge, Jeep, SRT and Ram.
DESIGN ELEMENTS OF CHRYSLER LOGO
Shape and Colors of the Chrysler Logo:
The earliest Chrysler logo, a graphic rendition of a wax seal with ribbon added on the lower right, was removed from most of the company’s products except some Windsor models. It, however, reappeared several decades later in 1994. The logo, basically a symbolization of the state fair awards, was created by Oliver Clark and he wanted the emblem to be a symbol of quality and excellence. The company experimented with various logos that featured thunderbolts, “Z”s, which were intended as a tribute to the prototype built before Chrysler acquired Maxwell, inspired by the last name, “Zeder”, of the chief engineer Fred Zeder. Chrysler used stylized “coats of arms” from 1955 to the early 1980s. Lions were also featured in Chrysler emblems from 1955 to 1961, as some of the Chrysler engines were given names such as “Golden Lion 413”. Crowns, on the other hand, were used for such pertinent brands as Royal, Windsor and Imperial. From the early 1980s, the company introduced “modernistic” logos. The Chrysler “seal” logo was revived in the late 1990s as an outcome of the “rebirth” of Chrysler. It was first implemented as a circle, then placed in “wings”. When Cerberus Capital Management took over Chrysler, the traditional pentastar was eventually recreated as the official corporate identity.
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