The choice [...] of a brand will be treated to soft restyling, hard restyling and developing the associated corporate identity. Once all this has been designed, create a brand manual where you will find the guidelines for the new brand.
A brief history of the brand: The company was founded by Walter Percy Chrysler on 6 June 1925. The lightning bolt above and below the name is actually a 'Z', a tribute to the first prototype built by Chrysler, which was named 'Zeder' after chief engineer Fred Zeder. Starting in the 1980s, Chrysler adopted a much more modern logo. At the end of the 1990s, the logo changed again, with the addition of wings that gave the brand a much more pleasing appearance. After the purchase of the Chrysler brand by FIAT, the logo was further modified with a more modern wing design, although many have noticed a certain similarity to Aston Martin, Bentley, Mini, etc.
Above you can see the evolution of the Chrysler logo over time.
What doesn't work: The typeface used (except for the R) consists of simple and unmemorable characters. The logo is a clear copy of the Aston Martin logo and an inspiration to other similar logos without having its own imprint. It does not convey any corporate value despite its long history. Through its long history, we can see that the brand was one of the first to introduce the wind tunnel into the design process of a car in order to optimise its aerodynamic penetration.
What doesn't work: The typeface used (except for the R) consists of simple and unmemorable characters. The logo is a clear copy of the Aston Martin logo and an inspiration to other similar logos without having its own imprint. The choice of colours fell on a palette that could convey elegance and solidity but also some dynamism.
Technical construction of the logo
(this is an excerpt from the complete brand manual)
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Skills: Branding, Photo edit, Illustration | Date: 20 February 2017