Wiesmann is a small German company that was temporarily closed in 2013 and, after a short hiatus, decided to return to the automotive market. It appeared in 1988 and occupied the niche of handcrafted convertibles. It was founded by the Wiesmann brothers – Friedhelm and Martin. One of them received an engineering degree, and the second was a born businessman, so he knew how to turn his brother’s profession into a profitable business. By joining forces, they opened their factory and began the production of roadsters. The debut model went on sale in 1993.
Meaning and History
Despite initial success, the project fell through. It turned out to be unprofitable, so Friedhelm and Martin could not finance it for a long time. The company never entered the US market because its cars were too expensive. The niche manufacturer sold sports cars for 150-200 thousand euros, and the cost grew with each new model. This is due to manual assembly, and limited edition – Wiesmann produced up to 180 cars a year. Each one was adorned with a gecko emblem.
Only a few could afford such machines, and the American market for the company was forever closed. Therefore, in 2013, Wiesmann decided to declare bankruptcy. The owners tried to sell the business to the CMMW consortium, but the deal did not materialize. In the end, the brand was bought out by the Indian brothers Sahir and Roheen Berry. The new owners had no problems with money and immediately began the process of rebuilding Wiesmann. They announced the release of the first model in 2020. The original gecko logo has been preserved as an iconic historical value.
The car’s design has not changed much either: it can be called pretentious but elegant neo-classic. The prototype was tentatively named Project Gecko and had an unusual coloring that mimics the color of a reptile. Production is carried out at the plant in the city of Dülmen. The industrial building is adorned with a huge metal gecko figure because this animal is the main symbol of Wiesmann.
In addition to the lizard emblem, the company uses a word logo that contains several inscriptions. At the top is the brand name, and below it is the phrase “MANUFAKTUR DER INDIVIDUALISTEN.” Both lines are the same length because the designers combined two fonts of different sizes.
Like many other car brands, Wiesmann uses an animal emblem. But unlike them, she chose not a tiger or a jaguar but a reptile. The designers made the gecko figurine compact and silvery, detailing the fingers with suction cups – five on each foot. As far as we know, this lizard can stick to any surface. The company has focused on this characteristic, drawing a parallel between tenacious geckos and reliable cars that seem to “stick” to the road.
Font and Colors of the Emblem
A stylized italic font is used for the brand name. The letters are very condensed and similar in shape to lowercase. The upper corners on the left side are partially rounded, and on the right, they are left sharp. The “e” and “a” have open rounded lines. As for the phrase “MANUFAKTUR DER INDIVIDUALISTEN,” it is written in strict roman type. All characters are uppercase, thin, and not serif.
The emblem with the image of a gecko is silvery, and two additional colors are mixed with the main color – black and white. In some places, there is a gradient, but there are also areas with solid spots. This is done on purpose to make the logo look like a three-dimensional car badge.