Fiat-Chrysler Logos and Brands

The alliance between two automotive giants on either side of the Atlantic became the subject of the “Fiat Chrysler” section. The merger of Italy’s Fiat and America’s Chrysler into the FCA (Fiat Chrysler Automobiles) group, which existed until its 2021 merger with Stellantis, gave rise to a corporate logo that embodied the heritage of both companies. Jeep, Dodge, Ram, Alfa Romeo, Maserati, and other brands operated under the FCA umbrella, and the group’s corporate logo served as a unifying symbol for a portfolio of dozens of brands with very different histories and audiences. An analysis of the emblem reveals how visual identification reflected the complex multi-brand architecture of the transatlantic automotive group.