DeSoto Logo

DeSoto LogoDeSoto Logo PNG

DeSoto: Brand overview

In 1928, Chrysler Corporation launched the DeSoto brand to offer a more compact and affordable lineup of vehicles. Named after explorer Hernando de Soto, the brand took its place between Plymouth and Chrysler in the corporate brand structure.

DeSoto became known in the 1930s and 40s for its popular and innovative models, such as the Airflow, Custom, and Deluxe. The key to the brand’s efficiency and success was the integration of its manufacturing facilities with other Chrysler brands. This allowed DeSoto to share parts and manufacturing processes with sister brands, creating economies of scale.

DeSoto’s zenith came in the late 1950s when annual sales exceeded 200,000 units. Models such as the Fireflite and Firedome became iconic embodiments of the brand’s design ethic and capabilities. However, this success was short-lived.

By 1960, the brand began to suffer from internal competition within the Chrysler Corporation, especially with Chrysler and Dodge. The competition proved unfeasible, leading to the discontinuation of the DeSoto in 1961 after 32 years in service.

More than 2 million DeSoto vehicles were sold in North America, making the brand a prominent member of the mid-size segment of the automotive industry. Although the DeSoto brand has long since ceased to exist, it continues to linger in the annals of automotive history and serves as a reminder of Chrysler Corporation’s once-diverse portfolio of automotive brands.

Meaning and History

DeSoto Logo History

1928 – 1961

DeSoto Logo

The key element of the logo is the portrait of the man after whom the car brand is named. It depicts Hernando de Soto, a conquistador and explorer who led the first expedition to the continental part of North America. The resemblance between the portrait and the real person is preserved, as is his period garb: a metal helmet and opulent surtoute. The background is a gold circle surrounded by a wide red band. A gold-colored border runs along the edge. Due to the correct distribution of lighted and shaded areas, it appears shiny. Under the emblem is the name of the brand.

The portrait resembles the protagonist of a graphic novel dressed in cool old clothes. The golden circle and red stripe reminds of a comic book set. The shiny gold frame is a stunning detail that makes you realize how much effort went into its creation. The brand name at the bottom is reminiscent of a comic book title, letting you know what universe you’ve just stepped into.