New Fiat and Chrysler Logo: Letters! Symbolism! Letters!
Last month, Chrysler was officially bought out by Fiat after Sergio Marchionne paid $4.35 billion for the remaining 41.5 percent of the brand (and its $12 billion in cash assets, meaning that Fiat essentially got it “for a song; one verse, no chorus”—as Benjamin Horne put it). To accommodate the official merging of entities, a new Fiat and Chrysler logo has been unveiled for the group now known as Fiat Chrysler Automobiles. It’s bold, daring, and unique. Moreover, it’s some tastefully arranged letters. And that’s really about it.
The new logo for FCA is certainly simple: it’s just the letters FCA in blue with a gray Fiat Chrysler Automobiles caption. Oh, but according to Chrysler’s press release, it’s so much more than that:
“The three letters in the logo are grouped in a geometric configuration inspired by the essential shapes used in automobile design: the F, derived from a square, symbolizes concreteness and solidity; the C, derived from a circle, representing wheels and movement, symbolizes harmony and continuity; and finally, the A, derived from a triangle, indicates energy and a perennial state of evolution.”
You know, it’s funny. When we looked at the new Fiat and Chrysler logo, we actually saw a number of symbols that address the state of the company, represent their very business, and suggest the brand’s continued evolution.
No, not really. We mostly just saw an acronym.
So what do you think, logo enthusiasts? Should the new Fiat and Chrysler logo have done something more exciting? Would a screeching eagle have better suited the powerful union? How about a mufloni? (That’s a rare wild goat found on the island of Gigli in Tuscony, because Italian of course.) Let us know what changes you would make!
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