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Fiat Chrysler Automobiles reveals new name, logo

Thu, 30 Jan 2014 00:00:00 -0800

Earlier this month, Fiat purchased the remaining 41% of Chrysler, the American car company it has held a majority stake in since 2009. During this time, the two logos have appeared side-by-side on relevant forms of communication.

But today the Group has unveiled a new corporate identity, which it says reflects “strong core values that represents a unique corporate culture, a common vision and a Group with an international reach”.

Find out how much a used Fiat costs on Auto Trader

Find out how much a used Chrysler costs on Auto Trader

The identity is the work of RobilantAssociati, a Milan-based brand and strategic design agency, with a history of working with Fiat, Alfa Romeo and Lancia.

The use of the FCA acronym – which stands for the combo’ new name of Fiat Chrysler Automobiles – is said to create a transition from the past, without severing the roots, while at the same time reflecting the global scope of the Group’s activities.

Apparently, the name is easy to understand, pronounce and remember. Well, it is only three letters. But there’s even more to it than that. Of course.

The F – derived from a square – symbolises concreteness and solidity.

The C – derived from a circle – represents wheels and movement.

And the A – derived from a triangle – indicates energy and a perennial state of evolution.

Which is all rather lovely.

As a corporate identity, it will certainly be easy to apply. But memorable? We’re not so sure. Were it not for the Fiat Chrysler Automobiles text below, we’d struggle to see it as a strong reflection of two global motoring brands with such rich heritage.

That said, the individual Fiat and Chrysler brands remain untouched, so only the corporate world will be exposed to the new identity. Incidentally, when Fiat bought the remaining shares this month, Fiat’s own share price rocketed by more than 15%.

Speaking about the rebrand, Sergio Marchionne, CEO of Fiat and Chairman/CEO of Chrysler Group:

“Today is one of the most important days in my career at Fiat and Chrysler. Five years ago we began to cultivate a vision that went beyond cooperation to include full cultural integration at all levels.

“We can say that we have succeeded in creating solid foundations for a global automaker with a mix of experience and know-how on a level with the best of our competitors.”

On Bing: see pictures of the Fiat Chrysler Automobiles logo

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Read a Chrysler review on MSN Cars

Fiat buys 35% share of Chrysler

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Find out how much a used Chrysler costs on Auto Trader