Chrysler Reveals New Logo

Chrysler brand\'s new logo 2009
Chrysler brand's new logo 2009

'First day of a new Chrysler'

"Today is the first day of a new Chrysler," said Chrysler and Fiat CEO, Sergio Marchionne. Having unveiled their 5-year product plan today, Chrysler present a new logo to work alongside product refreshes in changing brand associations in the minds of consumers. It streamlines a logo that has been in use since the mid-90s, moving 'Chrysler' lettering from above the wings to at their heart within a new blue block central to the design.

Plagued by sales plunges across its brands, Chrysler Group expects to break even in 2011 following the repayment of some $9 billion in government bailout money and a rise in revenue from $42.5bn in 2010 to $67.5bn in 2014. Hitting these financial targets will require worldwide sales doubling from 1.3 to 2.8 million vehicles.

A brand change is, therefore, all the more important. It reflects an ongoing restructuring that begins with a new 5-year product plan. The health of the firm is already improving ahead of new product development; break even was achieved in September and the last few months have seen more money roll in than out, with Marchionne confident the cash won't deplete as new models are developed off Fiat technology.

In the meantime, a host of 'emergency' facelifts will renew 75% of the line-up by 2010, the remainder being refreshed by 2012. This strategy will align with a range of new platforms from both Chrysler and Fiat arms. The Fiat 500 will enter Chrysler into a new B segment market, while two further platforms set to be inherited from Fiat will allow new C and D segment offerings. New Chrysler platforms will underpin models in SUV, Minivan and CUV segments.

Source: freep.com

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Comments (31)

effington effington
as a graphic this logo does look alright... (however as an aston fan i feel a little apprehensive about this... clearly people will confuse the two... and im sure i dont need to state that they are completely different companies!) however it will be interesting to see this when its actually sculpted... i dont think there is enough detail in it to look right with the bevels ect that logos all have... i mean most of the actual logo is soft gradients... well i guess we'll see!
Nov 8th, 2009 11:35am
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Iconic Iconic
Why not just call it Fiat and save a buttload of hassle? I mean chrysler won't be in existence in a few years anyway.
Nov 8th, 2009 5:11am
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RobERob RobERob
...but ...but ...they forgot to change the name, too!
Nov 7th, 2009 6:23am
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radmeister radmeister
I think from a design point it is retarded, if you look at other manufacturers they either have a super unique symbol that has a history, ferrari, porsche, mercedes, audi, bmw, lambo, chevy. Then there are those where the logo is the name. This has neither, wow some big wings with a small Chrysler in the middle, the badge will have to be huge for the text to be legible and ruin the front or rear of the car. I think they should of gone with something more simplistic and functional. Perhaps a symbol comprising of the US flag colours.
Nov 7th, 2009 4:00am
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sideskraper sideskraper
*yawn* so Aston Martin is the only company that has used in the past or is allowed ever to use a double wing bar type arrangement ? It looks more like a stylised pair of wings meant to invoke thoughts of the bald eagle on the US seal.
Nov 6th, 2009 10:59pm
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Xenicide Xenicide
Ok, since most of you seem to be retarded, open up 3 browsers. In one, this new logo, the next, their old logo and then the Aston Martin one.
Nov 6th, 2009 10:32pm
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MadAboutCars MadAboutCars
Chrysler should be slapped with an IP inringement case, pronto... and they could lose more money, what the heck were they thinking? Fiat's ploy to piss Aston? There's no need the Cygnet in its own right is already a disgrace to the AM badge, let them do it themselves
Nov 6th, 2009 7:01pm
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Phlarzian Phlarzian
When comparing this new logo to the AM one, it's not really that similar. Chrysler has been using the wing logo for a while now - this is a nicely modernised and streamlined development of the old one - better than the AM one I think. Now let's hope they get the quality, range and service sorted.
Nov 6th, 2009 4:33pm
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Its just a streamlined version of AM logo. Even the location of the name in the logo is the same.
Nov 6th, 2009 4:55pm
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lkooli lkooli
Hyundai should be the one redesigning their logo.
Nov 6th, 2009 11:11am
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Razz Razz
This is not very italian (as the Fiat is the major shareholder), looks like a chinese-ish style movement. The new Chrysler will use the Aston Martin badge? So .. why not Geely (the possible Volvo future owner) will change it with the Toro of Lamborghini .. ? Whats wrong with this people .. they want to make millions with the stolen badge of A M and crappy cars? Signor Marchionne .. che succede veramente ?
Nov 6th, 2009 10:11am
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carbonfibreguy carbonfibreguy
WDF? Why are they going to redesign the logo when it doesnt represent them? Think as this; when you look at Porsches' logo, do you think they are a crap company? What about Lambos' logo? This logo is just....meh. Hopefully they make better cars...
Nov 6th, 2009 8:48am
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mldrieling mldrieling
I don't believe it was the Chrysler designers that did this logo. They probably hired an ad company to do the work. I have a Chrysler product (Jeep Wrangler) and love it. I like the idea of adding a diesel to it. Give FIAT a chance. Remember that Diamler (Mercedes) wanted Chrysler for their designers not for their engineering. Diamler was supposed to help with engineering and didn't give them access to new stuff. Fiat will give them the access to their supply of engines and chassis and will let the Chrysler designers loose. The cars and trucks will be good looking, let's just hope the quality is there.
Nov 6th, 2009 8:28am
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Renegade Renegade
Looks good, let's see how the cars will look like.
Nov 6th, 2009 6:47am
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vmanera vmanera
we italians should trust Fiat to make remarkable changes in the future of chrysler,-right manero
Nov 6th, 2009 6:40am
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EDavis EDavis
The old logo was as gaudy as the contents of Liberace's jewelry box. They needed to git rid of it. Also, the folks at Aston Martin were the first people in all of recorded human history to produce and/or adopt for their uses a symbol that resembles the outstretched wings of a bird. I am 100.257% sure of it.
Nov 6th, 2009 6:26am
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Edison Edison
Hahaha, agreed. I have been hoping that they ditch that horrible-looking logo after the FIAT takeover, however, this one is too close to Aston I think.
Nov 6th, 2009 6:33am
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Joe_Limon Joe_Limon
Just to prove you wrong... http://www.wilogo.com/blog/wp-content/uploads/2008/02/aston_martin_logo.png http://www.helsinki.fi/~pjojala/FORD-evolution-logo-car-models.jpg
Nov 6th, 2009 2:21pm
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Vee4you Vee4you
put all the lipstick you want on a pig...
Nov 6th, 2009 6:17am
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TheAlchemist TheAlchemist
My thoughts exactly
Nov 10th, 2009 9:50am
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persian187 persian187
There will for sure be a Trademark infringement issue. It would behoove Aston Martin to bring a suit immediately for a court ordered injunction of the use of the logo and perhaps damages if there is substantial use, inter alia. Clearly there will be some consumers who will be confused based on the logo. It is in bad faith for this ailing, low-quality manufacturer to free-ride on the up-scale reputation of Aston Martin. Chrysler: figure out a new marketing campaign and hire new lawyers while youre at it.
Nov 6th, 2009 6:10am
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Xenicide Xenicide
No, Persian. Just no. Similarities does not equal infringement. Look at the Hyundai Genesis logo and Bentley.
Nov 6th, 2009 7:54am
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Siawa Siawa
First look, I really thought it was Aston Martin logo. Not very original.
Nov 6th, 2009 5:49am
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6spdaudi 6spdaudi
It's almost as original as the Challenger design. 2008, 1968 not much difference at all.
Nov 6th, 2009 6:01am
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Andres2007 Andres2007
6spdaudi, has it ever occurred to you that that was exactly the purpose of the 2008 Challenger--to make it look as close to the original one as possible? Yes, the logo is not creative at all, but bitching about the Challenger design is utterly ridiculous.
Nov 6th, 2009 6:21am
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dmanero dmanero
Sad thing is, Chrysler's designers probably spent way too many long hours and money designing this logo when they should have spent it on designing better looking car. So in the end what did they do, they could come up with a origanla look, so one guy probably took the Aston Martin logo in photoshop and sqaushed the top and bottom together. And the government bailed them out, they were better if filing for bankruptcy.
Nov 6th, 2009 5:44am
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rogers rogers
yep, very aston martin-ish
Nov 6th, 2009 5:43am
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N20_Purge N20_Purge
LOL at the Aston Martin comment. The badge may be a bit.... nicer, but the cars that use it are still crap.
Nov 6th, 2009 5:27am
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