Fiat Chrysler Automobiles drops Pentastar logo

[martinfan5]

Chrysler’s latest Pentastar logo, outside its Toledo assembly plant. Photos courtesy Fiat Chrysler Automobiles.

For those who came of age after 1963, the symbol of Chrysler Corporation was a thin, white, five-pointed star within a blue pentagon. It was seemingly everywhere on Chrysler products, from automobiles (across all Chrysler brands) through spare parts, accessories and even literature. Killed off by then-parent Daimler in 1998, the Pentastar logo made a triumphant return in 2007; now, under new owner Fiat, the logo has been quietly phased out in favor of a new FCA logo, signifying the birth of Fiat Chrysler Automobiles.

The original Pentastar logo was developed in 1962 by Lippincott & Margulies, Chrysler’s advertising agency, at the direction of Chrysler president Lynn Townsend. His goal was to create a new, easily recognizable symbol to represent all of Chrysler’s brands, one that could cross both borders and cultures while still remaining relevant. An estimated 800 designs were submitted by Lippincott & Margulies, with the Pentastar design (penned by Robert Stanley, who also created the Pentastar name) ultimately winning out. In designing the logo, Stanley hoped to achieve a symbol that was, “not too complicated for people to remember,” yet possessed of a “very strong, engineered look.”

When Chrysler moved its primary facility from Highland Park to Auburn Hills, Michigan, its new headquarters building, completed in 1996, boasted a two-story tall Pentastar at its top. By this time, however, the symbol had already begun its decline, with Chrysler favoring a distinctive branding approach for each division instead.

For the Chrysler brand, the company revived a gold seal logo that had been discarded in the 1950s; eventually, this would be framed within a pair of futuristic silver wings. Plymouth received a sailboat logo, while Dodge once again embraced the ram for its own symbol. When Daimler acquired the company in 1998 (under a “merger of equals” partnership), the Germans even looked at removing the Pentastar from the Auburn Hills headquarters, but the cost of such a major architectural reengineering was deemed to be far too great.

Under Cerebrus’ brief ownership, which began in 2007, an updated version of the Pentastar logo was introduced. Designed by Trevor Creed, the new logo closed the points of the pentagon and used shading to give the center a raised, dimensional look. The logo was further emboldened with a brushed metallic surface, giving it, in Creed’s words, a “high quality, precise appearance.”

Until October 18, the Pentastar still unified Chrysler brands by appearing on window glass, parts and even corporate communications. Chrysler’s weekly online news update had been known as “Under the Pentastar” since it was launched in September of 2007, but this has now been renamed to “FCA Replay,” effective immediately. The Pentastar will vanish from trade show displays, letterhead and business cards, too, and once spare parts stores are depleted, it will likely vanish from parts and boxes as well. How long it will remain atop the Auburn Hills headquarters building has yet to be determined, but Fiat Chrysler Automobiles isn’t in a position to spend money frivolously these days.

Though the Pentastar logo has been in the process of being phased out for years (decades, perhaps), it’s still an instantly recognizable symbol from one of America’s Big Three automakers. If you believe it’s worth saving, a Facebook page dedicated to this cause (Facebook.com/SaveThePentastar) has been established.

When Chrysler moved its primary facility from Highland Park to Auburn Hills, Michigan, its new headquarters building, completed in 1996, boasted a two-story tall Pentastar at its top. By this time, however, the symbol had already begun its decline, with Chrysler favoring a distinctive branding approach for each division instead.

For the Chrysler brand, the company revived a gold seal logo that had been discarded in the 1950s; eventually, this would be framed within a pair of futuristic silver wings. Plymouth received a sailboat logo, while Dodge once again embraced the ram for its own symbol. When Daimler acquired the company in 1998 (under a “merger of equals” partnership), the Germans even looked at removing the Pentastar from the Auburn Hills headquarters, but the cost of such a major architectural reengineering was deemed to be far too great.

Under Cerebrus’ brief ownership, which began in 2007, an updated version of the Pentastar logo was introduced. Designed by Trevor Creed, the new logo closed the points of the pentagon and used shading to give the center a raised, dimensional look. The logo was further emboldened with a brushed metallic surface, giving it, in Creed’s words, a “high quality, precise appearance.”

- See more at: http://blog.hemmings.com/index.php/2014/11/03/with-little-ceremony-fiat-chrysler-automobiles-drops-pentastar-logo/?refer=news#sthash.m0pCggye.dpuf

http://blog.hemmings.com/index.php/2014/11/03/with-little-ceremony-fiat-chrysler-automobiles-drops-pentastar-logo/?refer=news

Edited November 3, 2014 by martinfan5

[Ace-Garageguy]

Wish they'd put as much thought into making the timing belt on the PT cruiser accessible to mere humans.

[62rebel]

when they were still making real cars, they didn't have timing belts.

[iangilly]

A lot of people were mad when they heard this.

[jbwelda]

I hear they also unloaded that loser Italian brand, Ferrari.

jb

[Joe Handley]

Wish they'd put as much thought into making the timing belt on the PT cruiser accessible to mere humans.

Gotta admit, being a chained engine is one of the things that made getting the Pentastar in my 200 worth while!

[Ace-Garageguy]

Gotta admit, being a chained engine is one of the things that made getting the Pentastar in my 200 worth while!

Yeah, I just looked under the hood of a 200 today and saw the engine that comes apart relatively logically, and that has room around it to access bits for service. And a decent chain oughta be good for 250,000 miles. Definite improvement. I hope they shot the designers of the PT engine and engine-bay packaging. But the stepper-motors that drive the headlights shifting to hi /low beam?? Please, spare me any more unnecessary complication.

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Far as the Pentastar logo goes, I'm curious as to how many Americans really identify that with the Chrysler product line anyway. Car guys call them all Mopars, and normal people see the Chrysler wings, or the Dodge ram logo. I know for a fact that most non-car-nuts don't even know that Chrysler, Dodge and Jeep are part of the same company family.

Dumping the Chrysler or Dodge or Jeep names might alienate US buyers. Ditching the Pentastar logo? I doubt many folks will notice unless it's brought to their attention.

It just seems like money spent to simplify things a little. I mean, why mess with a brand logo if it has widespread recognition?

Edited November 4, 2014 by Ace-Garageguy

[Joe Handley]

Yeah, I just looked under the hood of a 200 today and saw the engine that comes apart relatively logically, and that has room around it to access bits for service. And a decent chain oughta be good for 250,000 miles. Definite improvement. I hope they shot the designers of the PT engine and engine-bay packaging. But the stepper-motors that drive the headlights shifting to hi /low beam?? Please, spare me any more unnecessary complication.

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Two things I'm not looking forward to is headlights and battery, the battery will just be a bit of a pain (no quick and easy parking lot swaps like my Jeeps, Lebaron, and Shadow, that's for sure), but those headlight bulbs could be a nightmare! Not fond of the idea of changing the cam adjusters either, but that's why I got the lifetime extended warranty, stuff like that!

[jbwelda]

>the lifetime extended warranty

whose lifetime would that cover...yours or Chryslers?

jb

[Joe Handley]

>the lifetime extended warranty

whose lifetime would that cover...yours or Chryslers?

jb

Well, for as long as I tend to keep cars, that could still be a toss up, and I just turned 38 a month and a half ago!

[slusher]

Gotta admit, being a chained engine is one of the things that made getting the Pentastar in my 200 worth while!

MY 2005 Sebring has a chain. I have yet to wear out a belt at 46,k and just had it checked. I am 49 in a couple of weeks so the Pentastar has been around as far back as my dad teaching me cars and brands.

Edited November 4, 2014 by slusher

[935k3]

William J. you mean that "loser" brand name that is on of the most beloved brand names on the planet. You mean the company who's profits were up 24%.

Edited November 4, 2014 by 935k3

[Joe Handley]

William J. you mean that "loser" brand name that is on of the most beloved brand names on the planet. You mean the company who's profits were up 24%.

Yup, got over 31k on my nearly 3 year old 200 right now (Jan. 12 build date) with just oil changes, tire rotations, new filters, and some firmware updates! It will need tires and alignment by spring, but considering one of the roads I usually drive, I'm lucky I don't have to scrap together a rally oriented suspension package for it!

[johnbuzzed]

In my opinion, that has always been a problem with Chrysler Corporation and their automotive line- lack of a true identity. Just about any literate human can recognize the logos for Ford, GM, Chevy, BMW, Audi, VW, et al. None of the Chrysler groups ever had a true identity- their logos changed too often over the years. Look at the current Dodge logo- two angled, red stripes... WTF? At least the ram's head had some corporate, historical significance, even if it does bear a resemblance to Mickey Mouse, when viewed at a distance. And Plymouth- whatever happened to the Mayflower ? The same happened to Pontiac and Mercury and Olds... identity changes over the course of time, and remember what happened to those four marques.

[espo]

'09 Jeep Wrangler with 78k miles, 1 recall for a brake line. Mine didn't have a problem. Our '10 Charger RT with AWD with 68k miles. Timing chain recall that showed no problem at the time but they changed it anyway. '14 Avenger RT with 15k and no problems. Its early but I'm not worried. Despite the problems that have defined Chrysler are in the past. When they were owned by Benz they brought some much needed engineering up grades. With Fiat they are getting the benefit of new European small car chassis and finally getting some help with good looking interiors. I'm an old GM guy for many years, but I have really come to appreciate the products that Chrysler is building with Fiat today.

[Aaronw]

I'm not so sure about the timing belt being an issue if properly designed. On my car it is a 60,000 mile service, and is only marginally more complex than changing a fan belt. Pull the fan belts, remove the timing belt cover, change belt and idler, replace cover, put the fan belts on (or replace if they need it) done. 2 hour job at most. Of course somebody was thinking wjhen they designed the motor to make sure it would be an easy job, not all car makers seem to look down the road at a 5 year maintenance cycle.

Vs. timing chain at 2-3x the mileage, but a far more difficult job, often essentially assuming it is to be done during an engine rebuild.

[lordairgtar]

Plymouth at the end of it's life still had the stylized Mayfair logo.

[935k3]

Joe, I was talking about him calling Ferrari a loser brand.

[Aaronw]

I'm pretty sure that was a joke.

[johnbuzzed]

Plymouth at the end of it's life still had the stylized Mayfair logo.

Yeah, but for only a couple of years. Through the '60s, '70s, '80's- nope. Not until the late '90s.

[jbwelda]

I guess I didn't put it in the proper sarcasm font.

but to put it into perspective, its fiat finally getting its comeuppance on the little upstart.

jb

[unclescott58]

I shall miss Chrysler's Penastar logo. When I was growing up, I loved the little gold Penastar on lower right front fender of every Chrysler car and truck at the time. It showed corporate pride to the world walking by on the sidewalk. Yet it never overwhelmed the division identity of each vehicle. A few years ago GM tried something similar with a GM emblem on each door. It didn't work.

Fiat dumping the Chrysler Penastar is just another example of things that are slowly disenfranchising me from the America automobile industry. The car companies and the histrory they had are being eroded away. Look at the great nameplates from the big three that have been tossed in waste bin in the last thirty years or so. Mercury, Oldsmobile, Pontiac, Imperial, and Plymouth. Other than Imperial, all fairly big sellers in my life time. All built cars that I loved. But, no more.

But today's car companies aren't interested in people like me anymore. I don't match the right demographics anymore. And I guess in someways that's okay. Times change. Wants and needs change. It's just part of life. Chrysler is really not the Chrysler I grew up with and loved. It's really now just part of Fiat. So why not let the Pentastar die too.

Scott

P.S. I'm still not happy with Fiat's decision to drop the Dodge nameplate from their trucks. What was wrong with Dodge? It was a good name in trucks. With a very good history. I will never buy a "Ram" truck. A Dodge Ram, maybe. But never just a Ram.

Edited November 4, 2014 by unclescott58

[Tom Geiger]

Scott, we have a visitor from France at work this week. I know him from working over the phone and in Live meetings over the past year, and I spent a week with him in Puerto Rico last month so we are friendly. Today we arrived the same time and he pulled in right next to me. He gets out of the Kia rental car, smiles and says, "I come all the way from France and they couldn't give me an American car?" I kinda sighed and said, "That IS an American car. It's made here."

So I asked him what he drove back home... Citroen? Renault? "No, he says, Toyota." Yea it's the same all over.

[unclescott58]

Scott, we have a visitor from France at work this week. I know him from working over the phone and in Live meetings over the past year, and I spent a week with him in Puerto Rico last month so we are friendly. Today we arrived the same time and he pulled in right next to me. He gets out of the Kia rental car, smiles and says, "I come all the way from France and they couldn't give me an American car?" I kinda sighed and said, "That IS an American car. It's made here."

So I asked him what he drove back home... Citroen? Renault? "No, he says, Toyota." Yea it's the same all over.

The question becomes, is this good or bad? I don't know.

Scott

[martinfan5]

Scott, we have a visitor from France at work this week. I know him from working over the phone and in Live meetings over the past year, and I spent a week with him in Puerto Rico last month so we are friendly. Today we arrived the same time and he pulled in right next to me. He gets out of the Kia rental car, smiles and says, "I come all the way from France and they couldn't give me an American car?" I kinda sighed and said, "That IS an American car. It's made here."

So I asked him what he drove back home... Citroen? Renault? "No, he says, Toyota." Yea it's the same all over.

According to the Wikipedia page, only two models are assembled in the USA, and I quote

As of 2011-12, the facility was building the 2012 Kia Sorento crossover vehicle and the 2012 Kia Optima sedan.

But does that mean that extends to 2014?, I am not sure, Kia is still Korean, even if its made here, you know thats going to start a hail storm here, saying that a foreign car made here is American