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.
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.