Dodge unveils new logo to highlight performance

New Dodge logo design, 28.05.2010
New Dodge logo design, 28.05.2010

New Dodge logo will be used to convey more sporty image for the brand

Chrysler has unveiled a new logo for its Dodge brand to mark its distinction as the company's marque for performance-oriented models.

The Dodge logo has dropped the Ram's head and now features two slanted red racing stripes over the "E" of "DODGE" - written in all capital letters. The aim of the new brand logo is to promote an ideal of "forever young", according to the automaker.

Chrysler has turned its Ram Truck line into a separate brand from Dodge and needed another logo for the Dodge brand in order to forge its new identity. Chrysler sees Dodge as the brand outlet for its performance vehicles such as the Dodge Charger and Challenger models.

In January, Dodge hired the ad agency Wieden & Kennedy, based in Portaland, Oregon, to help it create a sportier image for the brand. Wieden and Kennedy are best known for their work with Nike advertising.

The double red stripes on the logo will be used for marketing material and merchandising but will not appear on Dodge badges or on dealership signs.

Source: freep.com

Auburn Hills, Mich., May 27, 2010 - As the Dodge brand redefines itself with new lifestyle packages, new ads, events and sponsorships, and a slew of upcoming new products, it's using its brand name to send a clear message that its "forever young" attitude and performance-driven history will drive the brand into the future.

The new Dodge brand logo features the DODGE name with a pair of red racing stripes relative to the "E," suggesting speed and agility. Dodge designers sketched the new logo after Dodge and Ram Truck were clearly defined as separate brands with their own identities and consumers, each needing a logo that represents the character of the brand.

The twin red graphic stripes will be used in communications, advertising, internet and merchandising. They will not appear on Dodge products or on the dealership signage.

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Comments (23)

TheAlchemist TheAlchemist
old ZR1 Corvette fenders anyone???
May 30th, 2010 5:15am
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Siawa Siawa
I forgot to mention, they are already showing TV Ads with that logo for a while, this news came a little late to WCF.
May 29th, 2010 10:47pm
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acrane7073 acrane7073
a new logo isn't going to change the fact that their cars are pieces of crap. Try fixing that first.
May 29th, 2010 10:27pm
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Garais87 Garais87
looks like a Latvian flag to me :D
May 29th, 2010 5:12pm
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Xanavi23 Xanavi23
Good, i love Dodge but i wasn't a fan of the Satanistic ram horns...no i don't think they're satanists, but i would prefer not having the badge on my car.
May 29th, 2010 4:41pm
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August Horch August Horch
They should have brought back the Fratzog from the 1960s and 1970s.
May 29th, 2010 4:38am
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more sportiness with some go faster stripes, works all the time
May 29th, 2010 3:28am
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RobERob RobERob
Again, putting a little too much focus where focus wasn't needed! There was nothing wrong with the old logo or Dodge trucks period. The focus should be on building better, more attractive cars from the ground up. I mean seriously, is a generic looking logo really going to reinvent new ways of thinking or fool people into believing that dodge has a new "sporty" identity or that dodge has now distanced itself from the chrysler part-bin? In the end, it doesn't really matter what they call it; it's still a dodge. Excuse me, what I meant to say was... DODGE//
May 29th, 2010 2:23am
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supercharged supercharged
they hired experts, and they just draw two red lines... FAIL !
May 29th, 2010 1:30am
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Mikeado Mikeado
That is the most lazy logo design I can remember. Why couldn't they just have freshened up the Ram's Head? Citroën merely freshened up their memorable double-chevron. Peugeot recently re-did the memorable lion, Vauxhall's new badge was more-or-less the same, why couldn't they just re-do the memorable ram's head? This is just poor. Go-faster stripes do not make a brand any sportier. Hell a Ford Fiesta van be had now with two lines down the middle. Besides, I thought it was already Chrysler's sporting brand? This strikes me as a sign of desperation. And not a very memorable sign...
May 28th, 2010 11:43pm
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freeway freeway
exactly... and IMO the Ram's Head it's more aggressive and impressive than anything else... just a "remake" could have been enough...
May 29th, 2010 12:17am
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Iconic Iconic
The Caravan is a performance vehicle? Have you guys seen the commercial for this thing... I think they're target customer is Jack Bauer.
May 28th, 2010 11:30pm
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yozunltd yozunltd
It's so low budget . Even Chery's logo looks more expensive . But i guess that's the best Chrysler can do . Ultra low quality cars ultra low quality .... everything .
May 28th, 2010 11:13pm
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eddie eddie
Are they more concerned about logos or building better cars
May 28th, 2010 11:00pm
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EDavis EDavis
Nothing says "red racing stripes" quite like a Dodge frickin' Caravan. This might be a good move however. Perhaps they'll axe the entire lineup save for the Charger and the Viper and give us some sexy Italian merchandise to ogle over. On the other hand we might very well be on the cusp of a turd-polishing campaign of biblical proportions.
May 28th, 2010 10:52pm
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How much did they pay that company to put the red stripes on. I'll do it for half price and make it look better.
May 28th, 2010 9:54pm
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The article says the Ram logo is still in effect for trucks, Siawa, this is for marketing only, not to go on vehicles - and it looks like it reads 'Dodge 2', very odd.
May 28th, 2010 9:54pm
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Siawa Siawa
Aaah okay, sorry I misunderstood.
May 29th, 2010 1:11am
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Siawa Siawa
I'm just thinking how they gonna fit it on cars, esp their trucks. Maybe just in the back?
May 28th, 2010 9:48pm
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Mikeado Mikeado
That could work. The only clue you need at the front is a grille that looks like a stretched + sign.
May 28th, 2010 11:28pm
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sideskraper sideskraper
This is epic fail.
May 28th, 2010 9:47pm
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sub39h sub39h
agreed. i can't imagine how much money they spent for a logo they aren't even going to use!
May 29th, 2010 12:15am
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jandrews90 jandrews90
If it won't appear on dodge badges, then what will they put on the cars? how many different logo's are they going to have??
May 28th, 2010 9:43pm
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