#Emblem

There’s a new automotive trend afoot, one where industry giants alter their iconic corporate logos so they’ll play better in a digital environment. Shadows and color gradients designed to give an image depth don’t always pop on a cheap screen the way they might on the glossy piece of paper and have encouraged manufacturers to transmission to flat, monochromatic icons that look bad everywhere.

But consistency isn’t the only reason to change logos. It’s also an opportunity to signal to customers that you’re evolving as a brand, which is why so many companies have associated their new iconography with the pivot toward electric vehicles. General Motors, recently ditched the logo it’s been using (more or less) unchanged since 1964 for a Bizarro World alternative that swaps the color pallet and makes the letters lowercase. Now it’s modernizing the emblem to be used for Cadillac’s electrified products until they gradually supplant the entire lineup.

Through the 2017 model year, Americans in search of a traditional entry luxury sedan could spend $350 to swap the Mercedes-Benz C-Class’s badge-emblazoned grille for an old classic.

Three horizontal bars, one vertical support, no badge.

The “Luxury” grille was also accompanied by unique bumper treatment and softer suspension.

But how were you to advertise the fact that you were, in fact, driving a Mercedes-Benz? There was a three-pointed star perched on top, a hood ornament in automotive parlance.

Unfortunately, the C-Class hood ornament that harkened back to a more elegant era has gone the way of crank windows.

This just happened. (photo courtesy: Ram)

Most design students don’t consider Peak Oil in their studies, but The Reckoning was on my reading list back then. While Peak Oil is tangentially connected to car design, we clearly reached Peak Emblem.

It cannot get any worse than what’s being introduced in Chicago this week.

Ryan writes:

OK, so the granddaddy of oval car logos must be the Ford blue oval, but they sure do have a lot of imitators. So, how about a Vellum Venom on Comparative Oval Logos in the Automotive Industry? Or if you don’t like this pitch, maybe put Sanjeev on it. I bet he’d do this article.

TTAC Commentator SupremeBrougham starts us off:

Hi Sajeev,

I found this jem at my local Ford dealer the other day and I thought I’d share it with you so you can share it with the others. It’s a real one of a kind!!!