Iconic logos. The unique identifier of your favorite cars, trucks, SUV, and sports cars comes from a place of significance and shares a story. A heritage, a legacy, and a badge of honor (in most parts). They cross our peripherals daily, and many times, we just don’t give them the time of day to apply any thought as to their meaning. We associate them with social class, honor, stature, and, in some cases, virtue signaling.
Some even have a murky beginning, but we’ve since moved on. The world embraces inclusivity, respect, and a respect for culture, but do these logos actually mean anything, and if so, what? Let’s satisfy that curiosity.
Subaru
Six Stars, An Oval, And 1000 Cherry Blossoms
The six stars mean something. They are arranged as the Pleiades Star Cluster in the Taurus Constellation and symbolize the time when five Japanese manufacturing companies consolidated their efforts in 1953. The biggest star is Fuji Heavy Industries, and the five little ones represent Fuji Kogyo, Fuji Jidosho Kogyo, Omniya Fuji Kogyo, Utsunomiya Sharyo, and Tokyo Fuji Sangyo. Subaru literally means ‘Unite’ in Japanese. For added imaginary car person points, when those “pink” badges were actually “Cherry Blossom Red” or “Sakaru No Iro” in Japanese, and were an homage to the Cherry Blossom Tree in Japan, and were only reserved for specific performance versions under the naming convention of “STI”. What a hat tip to culture.
Toyota
A Lot Of Heart, A Lot Of Trust, And A Whole Lot Of Love
On the grand scale of motoring history, the Toyota logo is still quite new, having undergone a rebranding in 1989 to mark the car company’s 50th anniversary. Three ovals are configured in horizontal symmetry. The perpendicular ovals inside the larger oval represent the heart of the customer and the company, and intentionally overlap to symbolize a beneficial relationship and trust between the two. We get it. Simple, recognizable, and hard to confuse with anything else out there. But when you look a little closer at the overlapping ovals, you’ll notice it makes the shape of the letter ‘T’. ‘T’ for, you guessed right, Toyota. Now that you’ve seen it, you can’t unsee it.
Chevrolet
Durability, Innovation, Balance, And Strength
The Chevrolet logo, or how we’ve come to know it more affectionately, the “Chevrolet bowtie”, dates back to 1913, and rumor has it that co-founder William C Durant drew inspiration from a Parisian hotel wallpaper design while on a trip. The logo represents durability, innovation, balance, and strength. All of which are the values of the American automobile manufacturing industry. Now, there are a few alternative theories about the logo’s origin, which say that the logo was inspired by a then newspaper ad for the “Coalettes”, a refined coal product for fires. Regardless, it’s as much a pillar of American manufacturing as anything, and instantly recognizable, and will stay that way.
BMW
Actüng, Baby, And A False Story About Propellers
There is a theory about the wagon-wheel effect of a spinning propeller, that the contrasting quadrants symbolize the image of exactly that—a spinning propeller. It’s another one of those images that, once more, cannot be unseen, but sorry to burst the bubble. This was later squashed by BMW themselves, who said it was untrue. The white and Bavarian Blue come directly from the Bavarian flag, home to the German automaker. Then yes, the B.M.W stands for Bavarian Motor Works (in case you didn’t know), and stems from the renaming of what started as the Aircraft Engine building company, Rapp Motorenwerke, working for the then German Air Force. The quadrants symbolize continuity and stability. Jawohl.
Tesla
A Tale Of Cleanliness, Minimalism, And A War On Fossil Fuels
With the name of the company, a literal throwback to pioneering electrical engineer and inventor, Nikola Tesla, Tesla chose a logo that is a dissected cross-section of an electric motor, in the shape of the letter “T”. If you were looking for anything more symbolic, then I’m sorry to disappoint, but just like the brand, the logo is transparent — to the point and free from any complication. Minimalistic and to the point, the Tesla logo is as recognizable as any long-standing vehicle brand, and even more so in some instances. The design’s cleanliness aligns with the brand’s core message of not relying on ‘dirty’ fossil fuels. Mmmm, we get it.
Mercedes-Benz
Star Struck With Winning Ways
Picture it… The three-pointed star, mounted on the bonnet of a low-slung sports coupe back in the day. If you had one of these, you were associated with class. You had something that many didn’t. Such is the power of arguably the coolest hood ornament to ever adorn any car. The Mercedes-Benz logo, as many may not even be aware, originally symbolized the use of Daimler engines on land, at sea, and in the air. It then included a wreath from the Benz symbol after the two companies, Daimler-Motorengesellschaft, merged with Benz & Cie. The wreath was a homage to the motorsport victories achieved, but eventually fell away. Nowadays, it’s just the iconic (and classy) three-pointed star that remains.
Alfa Romeo
“It’s Not Personal, Sonny. It’s Strictly Business.”
We could never talk about cool logos without including the quintessential Italian heritage and a special logo that features a snake literally eating a human. Could we now? Alfa Romeo has one of the best stories. For starters, the red cross on the white field is a direct link to the brand’s hometown, being Milan, but it’s the slithery man-eating serpent section we really want to understand. The “Biscione,” as the Italians like to refer to it, is the emblem and crest of the House of Visconti. Cue the Godfather theme song, some incoherent mumbles, hand gestures, and a ”missing persons” notice going out next week for someone who crossed the wrong guy. This is why we like Italian car brands. They’re always about the drama.
Aston Martin
“Shaken, Not Stirred”… And Egyptology
It’s difficult to follow up on that type of original gangster theme, but the Aston Martin logo is the perfect palate cleanser for this type of exercise. In fact, I’ve never seen an Aston Martin Logo that did not emit the desire for me to stop what I’m doing, walk up to it, and admire it. The wings behind the Aston Martin logo symbolize speed, freedom, and elegance. The Egyptian Scarab beetle, a symbol of new beginnings, also inspired the wings in the beginning. The 1930s were a period when Egyptology became the rage, so the reference rebranding, which had been in place since 1932, kept its form until the present day. Neat.
Ford
The Big Blue Oval and A Famous Signature
The giant powerhouse that is the big blue machine, Ford, and, in front of it all, the big blue oval, which we all know and recognize so well. To be fair, it’s difficult to miss, but perhaps that was the point behind it all when Henry Ford signed it off. OK, that is no pun as the lettering was based on his signature. This was to add a more personal touch, and when blended with the oval’s white and blue background, it was meant to convey a genuine sense of trust and strength. I guess you needed to when the matter at hand was trading your actual horse for the first automobile. And given all these years later, those same values translate earnestly.
Ferrari
Bang, Bang. I Shot Him Down.
A prancing horse as a logo is not as uncommon in the supercar world, but a prancing horse on a red supercar is special. Very special. And when Enzo Ferrari was busy racing his team of Alfa Romeos, he decided to honor a count. Back when the world thought it was OK to run at high speeds with no seatbelts, leather caps, and reckless abandon. The count – decorated WWI Italian fighting ace, Count Francesco Baracca – had painted a black prancing horse on the fuselage of his Spad S. VII Biplane. After being shot down, Ferrari met Baracca’s parents, who suggested he use the horse painted on the side of his cars as good luck.
Sources: Manufacturer’s websites