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A History of Chrysler's logos

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jeep logoJeep logoJeep started out as a military vehicle and was later a Willys-Overland model; it’s “logo” was the word "Jeep," in the same typeface from civilian introduction in 1946 well into the 1960s. The closest thing to a Jeep logo appeared in 1963 in the center of Wagoneer and Gladiator hubcaps and steering wheels, as Kaiser changed from Willys Motors to Kaiser Jeep Corporation and established Jeep as a stand-alone brand name. This emblem was a circle (in some illustrations looking vaguely like a stylized rendition of a Warn locking hub) with two gold quarters, two red quarters, and the "Jeep" name across the middle. After AMC's purchase of Jeep in 1971, the gold was replaced by blue. In 2004, Jeep started using an advertising logo based on the image of the Wrangler, but this was not used in the cars themselves.


early Chrysler logo

hood logoThe original Chrysler logo, which vanished after 1954 from all but 1955-1956 Windsors, C300s, and 300Bs with manual transmissions*, and reappeared in 1994, is a rendition of a wax seal with ribbon affixed at the lower right. Its creator, Oliver Clark, said it was set up as a seal to represent quality (symbolizing state fair awards) and “to emphasize the integrity of the car's makers.”

The thunderbolts above and below the name are "Z"s, a tribute to the prototype built before Chrysler took over Maxwell, which took the name "Zeder" from chief engineer Fred Zeder. At the time, Chrysler was trying to keep development of the new car and his involvement in it a secret, possibly still upset about the loss of the car that was supposed to be the first Chrysler. This car design was sold to Billy Durant as a liquidated asset in the Willys-Overland bankruptcy; Durant eventually built this car under the Flint name.

1947 Chrysler logo

From 1955 to the early 1980s, various stylized coats of arms appeared as Chrysler logos, none of which are believed to be the Chrysler (originally Kreussler) family crest. For example, this 1950s New Yorker boasted a coat of arms:

New Yorker

Lions also turned up in Chrysler emblems from 1955-1961, during which time Chrysler engines bore names such as "Golden Lion 413". Crowns are another recurring theme, fitting for a make with model names such as Royal, Windsor and Imperial.

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* The manual-transmission cars kept the 1953-1954 steering column as well as the gearshift.

Starting in the 1980s, Chrysler adopted “modernistic” logos in print materials and on some car nameplates.

1990s chrysler logo

During the “rebirth” of Chrysler in the late 1990s, the Chrysler “seal” logo was revived, first as a circle, then installed in wings.

chrysler wing logo

After Cerberus bought Chrysler, Trevor Creed was let loose on the traditional pentastar.

cerberus chrysler logo

Shortly after the Fiat takeover, Chrysler trademarked another new logo, based on a modernized wing design:

chrysler logo 2011


rocket ship logovaliant logo[Webmaster] The Valiant remained its own brand in Australia for some time, using a unique logo. Valiant was a brand in the United States for roughly one year.

In the United States, Valiant used a stylized version of its name as a logo, later switching to the Plymouth rocket. The Valiant logo is designed to look like a V, while the Plymouth logo (shown at right) is more of a triangle.


It's an eagle. eagle logo


CPIThe four Chrysler makes at the time this logo was created were Dodge, Plymouth, Chrysler and DeSoto. Parts from the 1930s were accompanied by a series of banners from each letter telling what it stood for.

Dan Stern wrote: “It's a logo that appeared on many Chrysler parts well after DeSoto had disappeared. There has been some speculation that the extended stem of the P is supposed to be an "I" for "Imperial", but I have never seen a variant that made any effort to stylise the P-stem to make it clear it's a separate letter (I), and if I'm not mistaken the logo was introduced before there was an Imperial division.

Also see the pentastar, Dodge logos and hood ornaments, Mopar logos, DeSoto, and Plymouth logos and hood ornaments

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