RAC Cars News


What Is In A Logo?

By raccars Published

Image Source

Cars are so easily identified by their badges, which can carry a huge weight of expectation in the case of premium brands, or the promise of value for money. But how have these small symbols come to represent so much?


In 1925 the three pointed spoke was trademarked as the symbol of Daimler, which shortly after merged with Benz & Cie, to become the brand we know as Mercedes. The three spokes represent the land, sea and air, to show how Daimler engines were used. Earlier versions saw the three pointed star circled by a laurel wreath, which was dropped in the 90's for the simple star logo.


Renault's logo started out, in 1900, as the initials of brothers Fernand, Louis and Marcel Renault intertwined. The company experimented with various logo options before settling on the familiar diamond shape in 1925. This over the years went from one, to two, to the current three dimensional design, incorporating the yellow colour in 1946, to coincide with French nationalisation.


Audi was made up of four separate companies: Audi, DKW, Horch and Wanderer, which in 1899 combined to form what became Audi AG. The logo of four intertwined circles symbolised the joining together of the companies, each supplying a specific market sector.


French carmaker, Peugeot, started life as a manufacturer of tools, particularly saw blades. In 1847 it adopted as its logo a lion symbol to represent the supple strength of its products. The original gilt version of the logo underwent various facelifts until a silhouette format was introduced in 1975. Peugeot has retained this format since then, updating occasionally in sleeker, more modern style.


Citroen's double chevron logo was adapted from a gear cutting mechanism discovered by Andre Citroen in Poland in 1890. Citroen used the process to begin a manufacturing career and copied the double chevrons as his logo when he started making cars in 1919. For a long time, the Citroen logo came in a flat, blue and yellow design, which underwent a major transformation in the Eighties, to white and red, and a more dynamic design.


Originally named after owners Laurin and Klement, the company had already been in business for about 30 years before the Skoda name and winged arrow logo came about. There are no definitive explanations to the meaning, but speculation points towards the globe, represented by the circle, technical progress represented by the wing and advanced production methods, symbolised by the arrow. The white, black and green colour scheme was introduced in 1999 and the current, minimalist version of the logo in 2011.

Looking to Buy?
Search for cars