Next off an inaugural state with the two corporate logos punch the clock side-by-side – signifying the passion to honor the history, culture and industrial breeds of the two groups – both Fiat and Chrysler now stand in need for a brand-new corporate identity depective of an organization that is much more than the totality of its two component parts, based on substantial base values that act in place of a unique corporate culture, a common vision and a Group with an international reach.
Created by Robilant Associati, this branding project began with definition of a distinct strategic concept that served as the basis for creation of the name, logo, house style and entire corporate identity, whose universal and essential forms are strongly expressive and evocative.
The three letters in the logo are grouped in a geometric configuration inspired by the essential shapes used in automobile design: the F, derived from a square, symbolizes concreteness and solidity; the C, derived from a circle, representing wheels and movement, symbolizes harmony and continuity; and finally, the A, derived from a triangle, indicates energy and a perennial state of evolution.
The new logo will be endorsed by Fiat and Chrysler as soon as practicable and before completion of the reorganization of the new Group.
