车标演变CorporateBrandLogoEvolutionOfAutomobileGroups.doc

Corporate Brand Logo Evolution Of Automobile GroupsA companys brand is its most important asset. A brand is a leadership tool. A brand defines your business, products and services you offer. It is a guarantee of quality. Your brand helps your business establish a relationship with customers and define your position in the market. The brand makes a promise to customers and key stakeholders that must be delivered at every touchpoint.There are a lot of fascinating stories associated with companies logo histories. Below we share logo stories of some of the biggest automobile companies today. Be sure to let us know if I have missed anything!目录Corporate Brand Logo Evolution Of Automobile Groups101. Alfa Romeo202. Aston Martin303. Audi404. BMW505. Buick606. Cadillac707. Chrysler908. Citroen1009. Fiat1110. Ford1211. Mazda1312. Mercedes-Benz1413. Mitsubishi1514. Opel1615. Peugeot1716. Porsche1817. Renault1918. Rolls Royce2019. Saab2120. Skoda2221. Volkswagen2322. Yamaha2401. Alfa RomeoAlfa Romeo, the Italian car manufacturer, traces its beginnings to France. The company was initially founded as Societ Anonima Italiana Darracq (SAID) in 1906 by the French automobile firm of Alexandre Darracq, with some Italian investors. After the partnership failed, one of the investors, Cavaliere Ugo Stella, moved the company and renamed it as Anonima Lombarda Fabbrica Automobili (Lombard Automobile Factory, Public Company) or A.L.F.A.The first logo of ALFA was designed in 1910 by Romano Cattaneo, and has an interesting story. He was once waiting for a tram at the Piazza Castello station in Milan, when he was inspired by the Red Cross on the Milan Flag and the Coat of Arms of the Noble House of Visconti (the coat of arms featured a grass snake, biscione, with a man in its jaws, symbolizing “to the Viscontis enemies that the snake was always ready to destroy”). The words ALFA and MILANO were written around the two symbols separated by two Savoia Dynasty Knots, to honor the kingdom of Italy.In 1916, Neapolitan businessman Nicola Romeo bought the company and converted its factories to produce munitions and machineries for World War I. In 1918, the badge was redesigned by Giuseppe Merosi, to include the words ALFA and ROMEO (after the name of the owner Nicola Romeo). Post war, the company went back to producing car and was named after its owner as Alfa Romeo.02. Aston MartinAston Martin is a British manufacturer of luxury sports car, which was found by Lionel Martin and Robert Bamford in 1913. Initially, the duo started to sell sports car made by Singer but later decided to make their own vehicles. Their first car was named Aston Martin, after the name of the owner Lionel Martin and the Aston Clinton Hill Climb Racing Course (one of their Singer cars, they sold earlier had won a race there).In 1959 James Bond happened, and frankly the Aston Martin story cannot be told without Mr. Bond. In 1959, Ian Fleming put the super spy James Bond in an Aston Martin DB Mark III. When the movie was released in 1964, James Bond drove the upgraded supersleek silver Aston Martin DB5 in Goldfinger (1964) and Thunderball (1965) (complete with machine gun, passenger ejector seat, and revolving number plates!).03. AudiAudi is a German brand which produces cars and is a part of the Volkswagen Group. The company was founded as A. Horch & Cie by August Horch in 1899, and its origin has a very interesting story. August Horch, a German Engineer, was forced out of his own company in 1909, after which he continued to use the old brand name of Horch. However, his partner sued him for trademark infringement, and Horch was forced to look for a new name.During a meeting at his business partner Franz Fikentschers apartment, Franzs son came up with the name Audi (which is a Latin translation of Hoch, which means listen): During this meeting Franzs son was quietly studying Latin in a corner of the room. Several times he looked like he was on the verge of saying something but would just swallow his words and continue working, until he finally blurted out, “Father audiatur et altera pars wouldnt it be a good idea to call it audi instead of horch?”. “Horch!” in German means “Hark!” or “listen”, which is “Audi” in Latin. The idea was enthusiastically accepted by everyone attending the meeting. (Source: Wikipedia, A History of Progress (1996) Chronicle of the Audi AG) After this the company was named as Audiwerke GmbH in 1910. In 1932, four car makers Audi, Horch, DKW, and Wanderer merged to form Auto Union. The four interlinked rings that would later become the modern Audi logo, was originally the logo of the Auto Union. Initially the Auto Union logo was used only for racing cars and the four companies continued to produce cars under their own brands. Finally in 1985, the Auto Union became the Audi company we know today.in 2009, Audi introduced new logo which is also the current one. The modern Audi logo shows a three-dimensional texture and shadowing, resulting in a polished chrome look. The Audi name is now smaller, has moved away from the center to the bottom left corner, while the font has changed as well.04. BMWBMW or Bayerische Motoren Werke AG (Bavarian Motor Works) was originally founded as an aircraft company. The aircrafts manufactured were painted with the colors of the Bavarian flag, which is the color of BMW logo. Another explanation is that when the pilot used to sit in the plane he would see alternating segments of white and blue due to rotation the plane propeller (blue being the sky).The major business of BMW was to supply planes to the German army during World War I. But after the war they were forced to change their business. It made railway brakes, before making motorized bicycle, motorcycles and cars.The logo itself hasnt changed a lot during the years, but now has a more stylish look due to the different gradients. The unchanged logo has made it easier for people to remember and has given the company more recognition.05. BuickBuick Motor Company, which would later become the worlds largest auto company General Motors, was founded in 1903 by David Dunbar Buick, a high school dropout! Buick had dropped out of school at 15, to work for a plumbing fixture manufacturer. Buick and his friend took over the business, after the last owner decided to shut down the failed business. Buick sold his share in the company after an argument with his partner because he used to spend most of his time tinkering with car engines.With this money, Buick founded the Buick Motor Company and within a few years he ran it to the ground. Around 1904, James H Whiting took over the company and brought in William Durant to manage his acquisition. Buick was kicked out of the company by Durant and had to sell his share for just $ 100,000. Buicks share would be worth more than $ 100 Million today. Later Buick held low paying jobs, and died penniless as an inspector at the Detroit School of Trades. Ironically, Durant himself was kicked out of the company years later and denied him pension. He too died penniless.Before 1937, the companys logo was a variation of the cursive word “Buick”. In 1930s, Ralph Pew, a General Motors Styling Researcher, found the Scottish “Buick” familys crest and the company used that as its logo. In 1959, the company logo incorporated three such shields, one each for its three models at that time (LeSabre, Invicta, and Electra).In 1975, the company launched its Skyhawk line, and the company logo was changed to include a hawk named “Happy”. The familiar tri-shield logo returned in late 1980s when the company stopped manufacturing the Skyhawk car.06. CadillacWhen Henry Ford left Henry Ford Company, the financial backers wanted to sell the companys assets. Cadillac was found in 1902, when an engineer, Henry M Leland, convinced the financial backers to hold on to the company assets.Cadillac was named after a minor aristocrat Antoine de La Mothe, Seigneur de Cadillac (Sir of Cadillac), and the family crest of de La Mothe was used as the first company logo back in 1906. Antoine de La Mothe, born in France, was forced to move to America, (some say he had committed a crime, others say he had a debt which he was unable to pay) where he assumed a new identity and formed his family crest by borrowing from different crests.In 1998, the company started redesigning its logo under the design philosophy called “Art & Science”. The new logo finally unveiled in 2002, didnt have the six birds (merlettes), crown and the crest resemblance, and looked like it was made by Piet Mondrian.in 2009, As part of the new marketing vice president Bob Lutzs campaign to revive and spin the GM image around, Cadillacs general manager, Bryan Nesbitt, revealed the brands new logo, in fact a very minor-tweaked version of the old one.Further References for Detailed Logo History!If you like to read some detailed information about above automobiles logo evolutions then refer the following list. Alfa Romeo, Aston Martin, Audi BMW, Buick Cadillac, Chrysler, Citroen Fiat, Ford Mazda, Mercedes-Benz, Mitsubishi Opel Peugeot, Porsche Renault, Rolls Royce Saab, Skoda Volkswagen Yamaha Other Logo history 07. ChryslerThe Company was formed by Walter Percy Chrysler on June 6, 1925, with the remaining assets of Maxwell Motor Company. The original Chrysler logo, which vanished after 1954 from all but 1955-1956 Windsors, C300s, and 300Bs with manual transmissions*, and reappeared in 1994, is a rendition of a wax seal complete with ribbon affixed at the lower right. The thunderbolts above and below the name are actually “Z”s, a tribute to the prototype built before Chrysler took over Maxwell, which took the name “Zeder” from chief engineer Fred Zeder. (At the time, Chrysler was trying to keep development of the new car and his involvement in it a secret, probably still upset about the loss of the car that was supposed to be the first Chrysler. This car design was sold to Billy Durant as a liquidated asset in the Willys-Overland bankruptcy; Durant eventually built this car under the Flint name.)Starting in the 1980s, Chrysler adopted “modernistic” logos in print materials and on some car nameplates. During the “rebirth” of Chrysler in the late 1990s, the Chrysler “seal” logo was installed in wings. After Cerberus bought Chrysler, Trevor Creed was let loose on the traditional pentastar. Shortly after the Fiat takeover, Chrysler trademarked another new logo, based on a modernized wing design. Read More.In 2009, Chrysler redesigned its logo for their adorn cars, The look is sleeker and clearly more modern than the previous winged logo, which incorporated the old Chrysler seal. The new one has an almost Aston-esque (Aston Martin) vibe to it, featuring “Chrysler” embossed in a blue emblem centered between the outstretched wing.08. CitroenCitroen double arrow that is found in every logo Citroen has a fascinating history.Brand founder, Andr Citron, was fascinated by wooden gears with spiral teeth, produced by a Polish inventor and business partners Andr Citron, he decides to produce steel, bought a license and open a factory in St Denis, France. This business, ENGRENAGES Citron brings profits, of mention is that these gears, Citroen products were used on the Titanic.Logo factory and later the Citroen brand is stylized and two teeth “cut” on the clutch.In 1919, Company start production of cars, the first model is Type A, we observed first logo Citroen, octagonal with arrows logo on a blue background with silver or gold, on top of the radiator. After been many ups and downs, In 2009, The new company logo is shown in the time she was born founder, Andr Citron. Belongs design firm Landor and presents new trends in automotive three-dimensional logos. Citroen change appearance. Arrows (chevroanele) out in relief, gained strength. Writing Citroen keeps its traditional red color, as a bridge between history and future. Both, together, represent brand identity, Citroen subliniand restore confidence in the values and ambitions.09. FiatFabbrica Italiana Automobili Torino (FIAT) was founded in Turin (1899) by a group of investors including Giovanni Angelli who later became the Managing Director of the company. At this time a poster was created to celebrate the event, and the company name in the top left corner of the poster became the companys first logo. In 1901, the company changed its logo to a brass plate with the name FIAT in the centre. The logo had a characteristic A which has remained unchanged till date.In 1925, the FIAT logo became circular, from an oval shape in 1904. The laurel wreath around the circle was to celebrate the companys victory in first competitive car races. The shape of the logo kept changing from square to shield, and returned to a circular logo in 1999, with the characteristic A and a modern stylish laurel wreath around the circle.The current FIAT logo was launched in 2006, and was first seen on Bravo.10. FordHenry Ford used to work for Thomas Edison. He founded two companies before settling on Ford. His first company went bankrupt after just two years, and he left the second company after just one year. However, the second company became Cadillac later on. His third company, founded in 1902, was called Ford & Malcomson, Ltd.He was unable to pay the bills for parts in his third company, but some investors agreed to put money in the company, and it was renamed as Ford Motor Co. This is the company name in the first logo of 1903. The 1909 logo, which has a similar font as todays logo was borrowed from Childe Harold Wills, who had made this font for his business card.In 1912, the Ford logo was given a complete makeover, as compared to the earlier simplistic design. When a car was launched in 1927, called Model A, the famous blue oval was introduced in the logo. This was the shape and color, on which all future Ford logos have been made.The Company has experimented with different shape going from ellipse to circle, and even a diamond like shape in 1957. The 1976 logo was essentially, the last major change in the symbol, and is very similar to their current logo. Finally, in 2003, the company released a new logo, which came to be known as “Centennial Blue Oval”.11. MazdaThe company derives its name from a West Asian God named Ahura Mazda, the God of wisdom, intelligence and harmony. The company was setup in 1920 as Toyo Cork Kogyo Co. in Hiroshima, Japan. The company was setup to produce a cork substitute because there was a shortage of real cork in Japan during World War I. However, after the war when real cork was again available, the company failed.In 1927, Jujiro Matsuda joined the company, and it started manufacturing tools, three-wheeled trucks and finally cars. After World War II, the company registered its trademark under the Mazda brand, and the first logo was launched. The curved “M” in the logo was inspired from the Hiroshima city emblem. The 1936 logo had a combination of the curved M from the city emblem, and wings that represented the “companys agility, speed and capability to soar to new heights”.The current company logo was designed by Rei Yoshimara in 1997, and was nicknamed as the “owl” logo. According to the company, the new logo has the following significance :Capturing the spirit of Mazda, the stylised “M” evokes an image of wings in flight and symbolises the Mazdas flight toward the future. The “V” in the centre of the “M” spreads out like an opening fan, representing the creativity, vitalty, flexibilty and passion that is Mazda. The symbol as a whole expresses the sharp, solid feeling that Mazda will be seeking in all of its products. The dynamic circle symbolises our readiness to spread our wings as we enter the 21st century. Some people saw a stylized Tulip instead of the stretched wings.12. Mercedes-BenzThe Mercedes-Benz was formed by the merger of two car companies DMG (Daimler-Motored-Gesellschaft, founded by Gottlieb Daimler) and Benz & Cie, founded by Karl Benz. Both the companies were similar in their work and were situated in close proximity.It was after the World War I, when the German economy was shattered, that both these companies decided to from a syndicate in 1924, and then finally merge in 1926, called Diamler-Benz.In 1902, the logo for Mercedes was nothing more than the simple company name. However, it was changed to a 3 pointed star in 1909. The origin of this star came from a postcard by Diamler, where he had drawn a 3 pointed star which represented making vehicles in land water and sky.After 1926, a new symbol for Mercedes-Benz came into picture, where the original logo of both the companies was merged into one. It combined the 3 pointed star of Mercedes and the laurel wreath of Benz.Over the years, the symbol has been improved vastly in design and simplicity. It has been recognized as a symbol representing luxury and top tier cars.13. MitsubishiThe Iwasaki family, who started the Mitsubishi brand, lived in 1854 feudal Japan, and had to go through very tough times. When Yataro Iwasaki was in school he was called home one day because his father was injured during a dispute with the village leader. He asked a local magistrate to hear his fathers case, and when the magistrate refused, he accused the man of corruption. Yataro was promptly jailed for 7 months.After abolition of Japans feudal clan system, Yataro, acquired Tosa Clans shipping business in 1873 and named his shipping business as Mitsubishi. Later, a fourth generation Iwasaki, Kayota, turned this company into a giant corporate group, with an automobile man