The famous Pentastar, which has represented Chrysler Corporation for decades, has made a comeback and become the new logo of the new Chrysler Corporation.
Steven Landry, executive vice president of North American marketing and sales, service and parts, said: "The five-pointed star logo is re-launched with a new look and is the best representative symbol of the new Chrysler. The five-pointed star logo represents The 85-year history that all Chrysler employees are proud of also contains our confidence in the new future and direction.”
The original five-pointed star logo is a pentagon composed of five triangles. , showing a five-pointed star in the middle. The new five-pointed star logo was transformed by Trevor Creed, senior vice president of the design department, and combines the tips of five triangles to form a star and a pentagon to convey the spirit of strength and precision. Trevor Creed said: "We wanted to convey our insistence on high quality through the new logo. We used geometric connections to bridge the gap and add a sense of solidity, so that the star shape presents a simple, high-quality and precise appearance." The five triangles are moved closer to the center, and the brush effect is used to increase the texture. At the same time, the star in the middle is highly glossy, adding a sense of precision, and making the five-pointed star look modern with a three-dimensional space.
Trevor Creed added: "The five-pointed star logo is only used on company buildings, logos, company documents and business cards, and will not be used on products. The five-pointed star logo represents who we are, and It’s not a product we produce.” Executive Vice President Steven Landry said: “In the past ten years, the five-pointed star logo has not really disappeared. It has always been on the main building of Chrysler’s Detroit headquarters, sheltering all employees. Our pride."
The history of the five-pointed star logo
The five-pointed star logo was created in 1962 when Chrysler President Lynn Townsend decided that the company needed a new logo that would Serves as the unified representative of all the company's brands. President Lynn Townsend wanted a powerful, classic symbol that was not only easily identifiable but also global, able to transcend language and be used in every country and culture.
Chrysler Museum Manager Barry Dressel said that at the time, President Lynn Townsend felt the need for an identification system to make Chrysler dealers in each region more visible. So he promoted the use of identification systems so that all dealers have consistent identification. No matter which town you see a Chrysler dealer, it's instantly recognizable.
The five-pointed star logo was selected from more than 800 proposals from the Lippincott & Margulies Inc. design team. Robert Stanley, deputy general manager of Lippincott & Margulies Inc., who was the main person in charge of the design project at the time, recalled: "At that time, we wanted to create a logo that was simple and easy to remember, but had a strong sense of engineering design. We wanted When people see it, they will think that this is a logo that cannot be drawn by hand. "Robert Stanley is also the person who gave the logo the main color blue and its name (Pentastar). Many people misunderstand that the five-pointed star represents Chrysler's five brands at that time - Dodge, Chrysler, Plymouth, Imperial and the Airtemp brand of the air conditioning and heating department. In fact, this is not the case.
Starting in 1963, the five-pointed star logo began to be used on the right front fender of Dodge, Chrysler and Plymouth brand vehicles. The five-pointed star logo gradually appeared on the hoods of many products, especially in the 1980s, when President Iacocca revitalized the company by launching the new MVP. The five-pointed star logo also appears on all dealer signs, company documents, financial reports, etc., as long as it is related to Chrysler, it can be seen.
In June 1996, Chrysler set up its global headquarters in Auburn Hills, Michigan. A two-story glass curtain five-pointed star logo was specially designed on the top floor of the main office building. .
After the merger with Daimler to form DaimlerChrysler in 1998, the five-pointed star logo was replaced as a corporate identity symbol, but it did not disappear completely. Chrysler Museum Manager Barry Dressel specifically pointed out that the five-pointed star logo still exists on all Chrysler Group products during the DaimlerChrysler period. On each window glass, especially the lower right side of the car window glass, there is a small Small pentagram logo.
Before the five-pointed star logo
In 1924, Walter P. Chrysler launched the first car under the name Chrysler and a new logo, named the Chrysler Six. At that time, Chrysler's logo was a ribbon badge with the word "Chrysler" in the middle and two lightning-like "Z"s on both sides. The "Z" actually commemorated Chrysler engineer Fred Zeder.
Walter P. Chrysler founded Chrysler Corporation in 1925. The logo used by the Chrysler Six became the identification mark of the new company, but it was only used for a short period of time. Soon, the company had a new logo, with the words "From Many Roots, Standardized Quality" written under the oak tree. The meaning conveyed by this logo is very vague. No one knows what the relationship between oak trees and cars is. The meaning of the slogan below is also very general. So it wasn't long before it went back to the original ribbon badge logo.
In 1955, Chrysler's new handwriting designer Virgil Exner promoted the design concept of Forward Look, using the low roof and long front of the car to make the vehicle look more streamlined and dynamic. Virgil Exner also created the Forward Look logo, which looks like an arrow and wings and looks very futuristic, echoing the new exterior design of the vehicle. The Chrysler ribbon badge and other logos gradually disappeared; by 1957, the Forward Look logo appeared on Chrysler vehicles, television commercials, and company brochures. Virgil Exner made Chrysler a pioneer in automotive styling in the late 1950s.
However, 1961 was the last year of Forward Look design, and Chrysler Corporation President Lynn Townsend decided to create a new corporate identity.