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DODGE (RAM) emblems, logos and badges - Origin, Meaning, History

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DODGE RAM emblem
RAM emblem
DODGE emblem

The DODGE emblem logo is famous for the iconic ram's head. Various designs have been adopted before the iconic ram's head. A round shield type with their initials "DB : Dodge Brothers" interlocked, two overlapping boomerang shapes that suggested progress and forward motion "Forward Look", a fractured deltoid shape "Fratzog", DODGE script with red Pentastar and so on.
RAM means authority, force, fearlessness, and virility. The ram's head emblem logo is derived from the hood ornaments of DODGE vehicles in the early 1930s. By the 1990s, hood ornaments were out of fashion. Then the consistent and identifiable ram head emblem logo was needed and used on almost every DODGE model between 1993-2010.
RAM became its own brand when FIAT acquired CHRYSLER in 2009. Because the ram's head design was more appropriate for the strength and power of RAM trucks, DODGE relinquished the emblem logo to the pickup brand RAM. Once RAM began exclusive use of the emblem logo from 2011 model year, DODGE needed a new design one.

DODGE studied the new corporate logo design together with Wieden & Kennedy ad agency, famous for the Nike corporate logo design. DODGE wanted to ditch the reputation of RAM in favor of a "forever young" attitude that emphasized the performance-driven history will drive the brand into the future. Thus, the new design team turned to the popularity of CHRYSLER's STR (Street & Racing Technology) group, which developed DODGE Viper. The result was a simple corporate logo with twin red racing stripes after DODGE script. The twin red racing stripes suggested speed and agility. While the new corporate logo was originally intended to be limited to company communications, advertising, internet and merchandising, it began appearing on vehicle grilles from the 2012 model year.

DODGE was originally a subsidiary of CHRYSLER Company and is now an automobile manufacturer belonging to FCA (Fiat Chrysler Automobiles N.V.).

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