The Fiat-Chrysler Automobiles group resulting from the agreement between the Turin-based car manufacturer and the American colossus, Chrysler, has a new corporate identity of its own created by RobilantAssociati.
The branding project by RobilantAssociati “starts with the definition of a distinctive strategic concept providing the basis for a study of name, brand, house style and entire Corporate Identity, marked by an expressive force and evocative power underscored by its essential, universal forms.
The decision to use the single letters also has its motivations: “The letter F, generated by the square symbol of concreteness and solidity; the C, born of a circle, the archetype of the wheel and suggestion of movement, harmony and continuity; and finally the letter A, derived from the triangle, indicating energy and constant evolutionary impetus”.
The brand as designed offers an extraordinary variety of interpretations as regards the visual image. It generates an agile, modern language, able to change constantly yet without ever losing its the value of its identity.
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