Fiat Chrysler Automobiles

Squares, Circles, and Triangles. They are the building blocks for design. Not just graphic design, but for vehicles too. And that was the inspiration for the new Fiat Chrysler Automobiles logo.

At the beginning of January, Fiat bought the remaining stake (41.46% to be exact) of Chrysler to become the owner of the company. What happened at the end of the month was the reveal of the new brand logo. In a press release posted on January 29, Fiat SpA showcased the new identity. When I was first tasked with this article, I thought I was going to convince you that this is a pretty ugly logo.  After having some time to mull it over and think about how I would criticize its simplicity and light blue color, I found myself appreciating the design and the reasoning behind it.

I could probably find reasons why the light blue isn’t the best choice. However, when compared to the logos of other automakers, it will stand out as a simple, clean and geometric brand. The fact that Robilant Associati created the new mark based off of simple geometric shapes is a plus in my book.

To break it down, each letter is based off of the following geometric shape:

F is adopted from a square.

C is derived from a perfect circle.

A is mimicking a triangle.

The fact that the A is missing its crossbar is a visual representation that the new company and brand is eager to move onward and upward.

Expect to see the new brand soon, even before the reorganization is completed.