Range Rover

Chrysler unveiled a new logo for the Dodge brand on Thursday . the new logo that will be used in promotional materials for its cars, as the brand moves to further distinguish its passenger cars from its trucks, which have been rebranded “Ram Truck.”

The Dodge logo has dropped the Ram's head and now features two slanted red racing stripes over the "E" of "DODGE" - written in all capital letters. The aim of the new brand logo is to promote an ideal of "forever young", according to the automaker.

The new logo has been endorsed by Dodge CEO Ralph Gilles, according to Automotive News, and will be used for all Dodge vehicles beginning with the 2011 Dodge Charger.

According to Dodge, the logo exudes a “forever young” attitude and emphasizes Dodge’s performance-car history. (Hash marks give us the same feeling.) Use of the new logo will be limited to Dodge websites, marketing, and merchandise. The two red stripes won’t appear on Dodge dealerships or vehicles.

The new logo also comes at a time of transition for Chrysler. Last week, Fiat CEO Sergio Marchionne announced that much of its lineup across Chrysler's four brands would be revamped.


Press Release

Auburn Hills, Mich., May 27, 2010 - As the Dodge brand redefines itself with new lifestyle packages, new ads, events and sponsorships, and a slew of upcoming new products, it's using its brand name to send a clear message that its "forever young" attitude and performance-driven history will drive the brand into the future.

The new Dodge brand logo features the DODGE name with a pair of red racing stripes relative to the "E," suggesting speed and agility. 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.

The twin red graphic stripes will be used in communications, advertising, internet and merchandising. They will not appear on Dodge products or on the dealership signage.