|Fate||Withdrawn from the market in 2001; models were either discontinued or rebranded as Chrysler|
|Headquarters||Auburn Hills, Michigan, United States|
The Plymouth brand has a history long enough, but even without it, it’s quite obvious that its logo has turned into something more than just a graphic image of a car. It became the Legend of the American car industry.
In 1929, a young sculptor, Avard Fairbanks, arrived in Michigan. The Great Depression made his financial possibilities very limited, and the technologies of that time substantially narrowed the potential of his car. Fairbanks himself later joked that it was a car that did not start in the morning, that made him go with the changes. And he came up with a sculpture composition with a mermaid, which was subsequently turned into a cover for the Chrysler Corporation’s hood of Plymouth cars. The practice of sales showed that Chrysler’s technological innovations and professional image manipulation inherent in Fairbanks really created an economic miracle.
The Plymouth brand is almost the only brand in the world, which has neither more nor less than two equivalent symbols. The first of these was developed at the very beginning of the company’s existence, and was a ship sailing under sail. An impressive sailing system, no less impressive forage, indicating the transportation of both cargoes and passengers, referred to the history of the conquest of America by settlers from the Old World. Putting the ship on the coat of arms (and the shape of the Plymouth logo unequivocally indicates the heraldic roots of the image) at all times was characteristic of travelers and participants of all kinds of aggressive campaigns.
As for the mermaid, her image is perfectly explained in the context of the main symbol. It was sirens that attracted sailors more than possible enrichment in remote lands.
The structure of the emblem, with minor changes that existed for more than a century, is very simple and heraldic justified (like most logos with a long history). The main element is in the center (the ship, deployed to the viewer stern), the pendant over which was the name of the brand, Plymouth, and the base, located in the lower quarter of the logo – the name of Chrysler Corporation.
Restraint and classical forms distinguish the company’s font used in the Plymouth logo. Its main task – readability is successfully solved. However, the bright image in the center of the logo significantly reduces the semantic load on the font, because the fans of the brand easily identify the “ship” brand.
And the winged mermaid-siren only emphasized the ambition and amazing power of the brand.
Background of the Plymouth logo was originally silver, and the logo itself was presented as a monochrome structure. Subsequently, the basis for the brand name became red (a color that symbolizes activity and even aggression somewhere).
Later the design acquired a great stylization and the sailing vessel, enclosed in a classic circle, white and blue, turned into a visual symbol of the brand.