Dodge Vehicles to get New ‘Sporty’ Logo

When Chrysler LLC merged with Fiat some big changes took place. Models were slashed, while new models were planned. One of the biggest steps the automaker made was to separate Ram trucks into a separate division than its former name, Dodge. It only made since for the Ram brand to keep the trademark ram’s horns logo that adorned Dodge vehicles. So Dodge vehicles needed a new logo of their own. And it was a perfect opertunity for Dodge to reinvent itseld as a  sporty, youth-oriented brand — without pickups. So Dodge CEO Ralph Gilles adopted the twin red slashes of Chrysler Group’s SRT performance brand. The new twin red slashes are supposed to signify Dodge’s sporty character.  The red slashes will appear on new dealer signs, advertising materials, owner’s manuals and merchandise such as hats and T-shirts. On vehicles, the Dodge name will stand by itself in a new script that will appear prominently but without the red slashes. The first vehicles to get the new treatment will be the 2011 Dodge Charger and a seven-seat Dodge crossover that will replace the departed Dodge Durango. Both vehicles will debut in the fourth quarter.
The famous ram’s horns will disappear from other Dodge vehicles gradually in the replacement cycle.