StaffAllpar HomeMore NewsCarsTrucksUpcomingRepairsTest drives

Jeep’s new logo

by David Zatz on

Jeep is changing its logo guidelines, dropping its green trademark mark (shown at right) and replacing it with a 3D metallic one, which dealers can replace with a black, gray, or white logo if needed.

The company demands that dealers always include the ® registered trademark. The reason for this dates back to when SUVs started become popular; writers called them “jeeps,” and the brand was at risk, because any generic word cannot be maintained as a trademark. The result was an ad campaign, “There’s only one Jeep,” imploring writers to only use the word for one brand of vehicle.

jeep logo

The new “Jeep®” logo must be separated from all other text by the length of the letter “J” on all sides. Proportions can’t be changed, it can’t be outlined, put next to the FCA logo or a model (e.g. Wrangler), used as part of a repeating pattern, or shown in different colors or with a border, drop shadow, etc.  The company also demands that the words “Jeep is a registered trademark of FCA US LLC” be printed with it.

Dealers have been warned not to use the logo as part of text — the word just has to be printed in normal type that way. The rules also say that there can’t be a possessive, e.g. “Jeep’s four wheel drive” would have to be “the Jeep four wheel drive…” or as a plural (no Jeeps for you.)

Finally, it can’t be smaller than 17 mm wide (when in 3D-metallic) or 13 mm wide (when in black, gray, or white, or when embossed), according to information provided by Lee Fogel.

The outgoing green color is not historically significant, and was created within the last ten years. The Jeep logo has only changed materially once, aside from colors and the 3D treatment.


FCA Q2: profits in North America, losses everywhere else
maserati BSG 2.0 turbo ghibli
Stellantis may be butt of jokes, but new tech may surprise some

Kevin Wesley talks Pikes Peak race cars, aftermarket support plans

More Mopar Car
and Truck News

Some popular Allpar pages





Dodge Demon

2018 Wrangler JL



Staff details/contactsTerms of ServiceInformation is presented to the best of our knowledge. Plans change and sometimes mistakes are made. Decisions or purchases made based on this site's verbiage or images are done at the reader's own risk. Also see the Allpar News archives, 1997-2008 • Copyright © VerticalScope Inc. All rights reserved. • Mopar, Dodge, Jeep, Chrysler, HEMI, and certain other names are trademarks of Fiat Chrysler Automobiles.