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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.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304


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