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Dodge Logo - Design and History

Dodge Ram Logo

Dodge is a brand name of automobiles and light to heavy-duty trucks. From 1914 to 1927, the company was named the Dodge Brothers Motor Vehicle Company. the Chrysler Corporation acquired the Dodge company in 1928. In 1998, Dodge along with all other Chrysler subsidaries, merged with Daimler-Benz.  

The Dodge Ram logo represents what is says, the Ram with its large horns. The Dodge Ram logo was designed by Avard T Fairbanks. There is a long interesting story behind how the logo was created.  When Avard was asked by the to design the hood ornament for the Dodge cars, he spent several days at the office working on logos that had to do with animals. The story on how the ram was selected is described below.

This is the story as it appeared in Southwest Art magazine.

This is the story as it appeared in Southwest Art magazine. "For two weeks father worked on all sorts of models from mythology creatures to various powerful animals. Finally, he called the designers and Mr. Chrysler in to see three models of a Rocky Mountain bighorn sheep, a ram. He proposed the charging one. They asked, "why a ram?" Father responded, "It is sure-footed; it's the King of the Trail; it won't be challenged by anything." They nodded their heads. Then father, with a bit of corny humor, added, "And if you were on the trail and saw that ram charging down on you, what would you think?-DODGE!" To which Walter Chrysler excitedly replied "THAT'S IT! THE RAM GOES ON THE DODGE!"

Avard reminded Mr. Keller (the then President) that copyright laws do apply to sculpture and artistic designs and Mr. Keller very quickly offered to pay him with another new car. But with the big red Chrysler already at home, he asked instead for a royalty on the design. They finally settled on a check for the full retail price for a top-of-the line Dodge Eight: $1,400.

For that amount, Dodge got one of the most enduring corporate symbols in American history.

For a more lengthy story, click here

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