• Apr 21st 2010 at 10:27AM
  • 47
Chrysler logos, past and present. Can we do better? – Click above for image gallery

What image enters your mind when you think about Chrysler? For us, it's the Pentastar logo. Perhaps that's because many of us Autobloggers are children of the '80s when the iconic five-pointed logo was unabashedly emblazoned on everything from minivans to Lasers to New Yorkers.

More recently, Chrysler has abandoned the Pentastar brand in favor of a couple of winged logos and a version of the brand's old golden-hued wax seal. These logos are much more modern than the Pentastar, but none of them are as memorable or anywhere close to being as well established as the admittedly dated Pentastar.

With a bankruptcy and new savior in the form of Italy's Fiat still fresh in our memories, perhaps now would be a good time to rethink Chrysler's brand positioning and corporate marketing materials. In fact, the automaker has already done just that, revealing the latest version of its winged logo late last year.

But is Chrysler going down the right path with its latest reinvention? Our colleagues at AOL Autos wondered if the brand might be able to do a bit better. To find out, AOL Autos commissioned three design firms to redesign the storied automaker's brand, and the results are as interesting as they are diverse. See for yourself in the image gallery below and be sure to check out the full article with background information and more images. So... got a favorite?



[Source: AOL Autos]


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  • 47 Comments
      • 5 Years Ago
      A big steaming pile of poo w/ some oregano on top (to account for its Fiat ownership) would be a very good representation of Chrysler.
      • 5 Years Ago
      They needed a 'none of the above' option. Let's see... #1 is boring, #2 is a joke (probably), #3 is obvious pandering and also a joke (I hope), #4 looks like the Opel logo... Didn't anybody take this seriously? I expect more time was spent on the explanation of the designs than the actual designs...

      Stick to the Pentastar, maybe update it. Any designers on Autoblog want to give it a real shot?
      • 5 Years Ago
      the penstar will alweighs remind me of Chrysler... but picturing one on the front of a 300c or a... (I honestly can't think of any cars Chrysler STILL makes anymore... sorry?) Town and Country? it just dsnt fit...
      • 5 Years Ago
      I wanna play! Here's my sucky logo entry....

      http://img27.imageshack.us/img27/8351/penstarwings.jpg
        • 5 Years Ago
        Yes. yes i vastly approve.
      • 5 Years Ago
      Go for a complete overhaul. And lose the Pentastar, it always reminds me of them K-cars, makes me shudder.

      Chrysler must start from scratch.
      • 5 Years Ago
      A turd by any other name is still just a turd.

      The sad part is, they build the Viper to tease us with and then make cars like the Neon to ruin it all.
      • 5 Years Ago
      yes - they need a new logo.

      but these attempts are HORRIFIC!
        • 5 Years Ago
        i do agree
        stop running from your history, work on your future (which i believe they do... probably)
        • 5 Years Ago
        Yes, that's what they, A LOGO... if a company on a brink tries to resurrect itself with a new logo it's time to exercise extra caution.

        They'd better keep the logo and take their time to developing cars and pray...

        Pater noster qui es in coelis,
        sanctificetur nomen tuum;
        ....
        FIAT voluntas tua...

        That should help...:-) Chrystler anyone?
        • 5 Years Ago
        Agreed, Chrysler Co. is so deep in the mire right now, they need a complete overhaul. Brand logo included, spare no sacred cows. Chrysler needs to out swinging *hard* and turn themselves into a company that is looked at as a serious class leader, not a rewashed has-been.
        • 5 Years Ago
        sorry, dropped the NEED somewhere...

        ... that's what they need....
      • 5 Years Ago
      What if they use the pentastar logo on the sides of all their cars and have each brand's logo on the front. Kind of like how GM has the little GM badge on the sides of all their cars, but has the brand's badge on the grills...?
      • 5 Years Ago
      Pentastar should be and should always be on all their car's and truck's. Just modernize it. Maybe give it a platinum look. And on a side note to you Chrysler hater's. If Chrysler has been given even a portion of the money GM was given things would be a lot different. GM was given money to produce vehicle's and Chrysler was given just enough to pay it's immediate bill's. In light of that, I think they;ve done a pretty good job of staying afloat.
      • 5 Years Ago
      New logo: rip-off of Aston Martin
      Old logo: well, it's Chrysler back when they sucked...
      Pentastar: looks dated
      First pic: no.
      Second pic: a face into an emblem? what.
      Third pic: ew, pentastar looks uglier now.

      I was going to vote for the fourth pic, until I realized that it resembles the Opel logo too much.

      Oh Chrysler...
      • 5 Years Ago
      I'm still in awe that I just read "thing of beauty" and "New Yorker" in the same sentence.
      • 5 Years Ago
      It would be so cool to have a cloisonné version of the Lee Iococca logos, particularly the last one!
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