Edsel Logo

Edsel LogoEdsel Logo PNG

Edsel: Brand overview

In the late 1950s, Ford Motor Company created a new division, naming it “Edsel” in honor of Henry Ford’s son, Edsel Ford. Launched in November 1956, the brand was designed to bridge the gap between Ford’s fuel-efficient cars and Lincoln’s more luxurious models.

The debut of Edsel cars in 1957 was met with an atmosphere of anticipation and excitement. However, despite extensive marketing promotion, the brand’s first models, released in 1958, faced serious problems. Many attributed their poor performance to unconventional designs, lack of reliability, and unclear brand positioning.

Ford’s projections of selling 200,000 cars in the first model year collapsed as Edsel managed to sell only 64,000 units. To make up for the losses, the design of the 1959 and 1960 models was softened, and the budget was cut. Nevertheless, the brand was never able to shake off the falling sales.

Just two years after its grand introduction, on November 19, 1959, Ford announced the discontinuation of the Edsel division and related vehicle models. This short-lived venture netted Ford more than $250 million and cemented Edsel’s place in automotive history as a cautionary example. By the time the curtain came down over Edsel, only 116,000 cars had been produced, and production was completed in the final months of 1959.

Meaning and History

Edsel Logo History

1957 – 1959

Edsel Logo

The Edsel brand is remembered as one of Ford Motor Company’s biggest failures, although initially, the manufacturer had high hopes for it. This optimism was reflected even in the brand’s emblem: a large letter “E” showed pride in the new project, and the green circle surrounding it looked life-affirming. Radiating concentric rings turned the emblem into something resembling a target, a vinyl record, or, most likely, a spinning wheel.

The large “E” and green circle symbolize innovation and sustainability, values that were expected to resonate with consumers. The concentric rings symbolize movement or progress, which is consistent with the automotive theme. Despite the optimistic design, the logo could not save the Edsel brand from ultimate failure, demonstrating that branding alone is often not enough to ensure product success.