Going for 'sporty'
Its logo got Rammed, so Dodge switches to slashes
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DETROIT -- With Ram and Dodge going their separate ways, the Ram brand is keeping the distinctive ram's horns logo that adorned Dodge vehicles.
That left the Dodge brand to search for a new symbol as it tries to reinvent itself as a sporty, youth-oriented brand -- without pickups. So Dodge CEO Ralph Gilles adopted the twin red slashes of Chrysler Group's SRT performance brand.
Says Gilles: "It signifies our sporty character. Most SRTs are Dodges."
The red slashes will appear on advertising materials, owner's manuals and merchandise such as hats and T-shirts.
On vehicles, the Dodge name will stand by itself in a new script that will appear prominently but without the red slashes, Gilles says.
The first vehicles to get the new treatment will be the 2011 Dodge Charger and a seven-seat Dodge crossover that will replace the departed Dodge Durango. Both vehicles will debut in the fourth quarter.
The famous ram's horns will disappear from other Dodge vehicles gradually in the replacement cycle.
You can reach Bradford Wernle at bwernle@crain.com.
