Chrysler’s Dodge Brand gets a New Logo

Dodge - renaissance period?

Italians have a knack of putting stripes on everything and somehow, they make it look just that little bit classier. Americans, on the other hand know how to make something more butch and pumped with muscle.

So, when Chrysler teams up with Fiat and they try to revive the auto major’s fortunes in America, there were bound to be some changes. And now, the Dodge brand of Chrysler has a new avatar. And it is stripey!

Chrysler recently unveiled a new logo for the Dodge brand , a move designed to further separate the Dodge and Ram brands. The logo features the Dodge name with a pair of red racing stripes, “suggesting speed and agility,” said the company in a statement. While the stripes do add a little more to the logo, the logo itself looks a little more slimmer in comparison to the older version.

In a press release, Chrysler representatives mentioned that 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. This goes with the announcement made in late 2009 that the Dodge brand would slowly be “un-bundled”.

Separation of the Ram and Dodge classes

The sad part is that while the new Dodge logo will be used for communications, advertising, Internet and merchandising, it will not appear on the vehicles. Confusing? Take a look at the dodge line up of vehicles and think if these thin stripes go with them. You’ll understand what I mean.