While many people speculated that the Durango was dead, a newly redesigned 2011 version has recently been unveiled. However, the most talked about aspect of this SUV may be the new Dodge logo design seen on the steering wheel. This is a huge change not only from the traditional ram’s head logo seen previously in Dodge vehicles, but from the marketing logo unveiled just a few months ago by the American auto maker.
The new logo design seen on the Durango features a shield, a symbol of strength and tradition, with a cross intersecting it. Inside this shape, the auto maker’s name is written in upper case letters in a rounded yet bold font. There is no color, only shiny colorless chrome. The result is friendly and strong at the same time, a sentiment that will surely appeal to many SUV drivers.
However, this new logo may lead people to ask: how many logos is enough? Is there a line at which a company simply has too many different designs to maintain an effective brand? It seems that Dodge is simply getting too close to this line—if the company has not crossed it already. However, the logo designs are all excellent and very relevant to the brand, which is always a plus.
The logo design released this spring was also an excellent design that was appropriate for this car maker known for strong and masculine brands. The name is written in the familiar font we just saw on the Durango steering wheel. However, instead of a shield and a cross, we see two slanted lines to show movement. These lines are thick to communicate the strength for which the company is known, in a bright red color that will be sure to gain attention. While this logo was not released with the stated purpose of being used only in marketing and advertisements, these are the only uses of it that we have seen so far. These new designs join the familiar ram logo—still used on the company’s trucks—as well as block letter logos that will be featured on most other vehicles.
Even large companies such as Dodge often get off track when it comes to branding and logo design. When you are managing a large brand that encompasses a variety of smaller brands, it can be hard to maintain separate identities that are nonetheless part of the big picture. It seems that Dodge may be falling into the trap of presenting too many logos and brands at once. In this case, we see four different logos that nonetheless are part of the same brand, which is probably too many, Could the marketing logo be used in some form in the Durango? Is it necessary to keep the ram logo in the trucks alone? This branding move leaves so many unanswered questions that even the experts are a little confused about the next logo design direction that this brand will take.