Those who predicted that Sergio Marchionne's corporate juggernaut would be called Fiat Chrysler, rather than the Auburn Hills brand getting premier billing, were correct: Fiat comes first. That may be hard to swallow for Chrysler's devotees, but they may take solace in the fact that the new company will be based in the Netherlands—something of a blow to Fiat's homeland of Italy. (Although Marchionne himself has said before that speaking in terms of headquarters is "anachronistic," which was indication enough that when the dust settled at Fiat Chrysler, it wouldn't call Italy home.) The acquisition and the new company is signified by a new logo that simply reads, FCA, which of course stands for Fiat Chrysler Automobiles.
According to Fiat Chrysler's release, it seems it's just a happy accident that the name of this new automaker is formed from two marques that begin with the letters "F" and "C." To quote FCA: "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." We shudder to think what sort of logo the brand would've come up with had the words "Fiat" and "Chrysler" not had such inherently geometrically pleasing shapes.
The FCA logo was created by Milan-based brand consultancy group Robilant Associati, and the light-blue hue of Fiat Chrysler's new design is a very similar shade to the blue that's used liberally on Robilant Associati's website. The consultancy group also is responsible for the 1930s-inspired Fiat logo that was launched in 2007 and has adorned the brand's vehicles ever since.
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The parties involved deliberately ignored any traces of historic Fiat and Chrysler logos. And so it seems that the Chrysler's Pentastar, which first appeared in 1963, will be relegated to a solitary presence atop the brand's former world headquarters in Auburn Hills.
from Car and Driver Blog http://ift.tt/nSHy27
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