Chrysler

chrysler.com

Chrysler is an American automotive brand and a subsidiary of the multinational automaker Stellantis. Founded in 1925, the brand is known for producing passenger cars and minivans, including the Chrysler Pacifica.

Chrysler logos

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Chrysler brand colors

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History

1925–1955
Founding seal
Walter Chrysler founded the corporation in June 1925, and its earliest marks centered on a wax-seal motif with the brand name set on a diagonal banner, accompanied by ribbon details drawn from luxury automotive heraldry. The design borrowed visual language from Cadillac and Lincoln to signal comparable quality from the start.
1955–1962
Forward Look
Chrysler adopted a pair of forward-pointing arrows as its corporate badge to accompany Virgil Exner's styling program, known internally as the Forward Look, which swept tail fins and sloped rooflines across the entire model range. The mark was shared with Dodge during this period, reflecting the unified design push across Chrysler Corporation divisions.
1962–1993

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Designer Robert Stanley at Lippincott & Margulies created the Pentastar, a five-pointed blue pentagon broken into segments to produce a star silhouette, chosen from more than 800 submitted designs. Stanley intentionally broke the pentagon's perimeter to create what he described as tension and dynamic quality, and the mark spread across every Chrysler Corporation division, including Plymouth, Dodge, and Mopar.

1997–2010

Wings and roundel

The company replaced the Pentastar with a heraldic wing badge featuring a golden roundel flanked by elongated silver wings, positioning Chrysler as a near-luxury marque in line with its LH-platform sedans and the Chrysler 300M. The wordmark above the badge shifted to a heavy extended geometric typeface rendered in black.

2010–2026

Streamlined wings

Following the 2009 bankruptcy and Fiat-led reorganization, Chrysler simplified its badge to a cleaner wing form with the brand name embossed in a centered blue plaque, removing the ornate roundel of the prior mark. The update aligned the badge with the company's marketing campaign emphasizing a fresh start under new ownership.

2026–present · current

Two-stroke wings

Debuted at the 2026 New York Auto Show alongside the refreshed 2027 Pacifica, the mark reduces the wing motif to two sweeping strokes in a flat, digitally oriented style. The accompanying wordmark was developed in-house and continues the broader automotive industry shift toward marks that reproduce cleanly across screens and physical badges.