#icon

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.

There are some Q-Ships which are designed to simply eat up the miles. Despite the proliferation of cheap(er) airline tickets, there is definitely a group of people who would rather drive to their cross-country destination than get in a metal sky tube with a hundred other humans. Fair enough.

Your assignment, should you choose to accept it: select a machine for our fictional friend so they can drive themselves from New York to L.A. in comfort. It can be a brand new vehicle, but that stipulation is not a necessity. You’ll see why after the jump.

Known for improving upon Toyota Land Cruisers, Ford Broncos and Jeeps, Icon is looking to create a streamliner with a little help from Tesla.

The last time MG sold roadsters in the United States, Jimmy Carter was President, ABSCAM (minus the efforts of Jennifer Lawrence, Christian Bale and Bradley Cooper) entered its final phase, and CNN had newsreaders instead of “ news VJs.” Should the Sino-British brand be able to assemble a roadster worthy of those 1960s and 1970s classics, however, a new MGB might board a container ship bound for the U.S. in the future.

The Nike Swoosh. The McDonalds Golden Arches. The Chevy Bowtie.

When you see them, you know them. Decades and billions of dollars are dedicated to make a ride on the freeway or, a walk in a park, a frequent subliminal reminder of how worthy a given brand is of your time.

Firestone is just beginning to invest in the icon you see here. What do you think?

Previous editions of Generation Why have explored one of the last glimmers of automotive affection that the “carless generation” still holds on to- the love of classic cars.