(Part I)

In the universe of marketing and advertising, semiotics become a basic tool by causing consumers to associate a symbol or image with a product or service; with just a glance at a logo or emblem, you can tell the name even if it is not written.  What you don´t know is what´s behind the graphic elements and their meaning.  Here are some of the most iconic:

Bayerische Motoren Werke (BMW)

(Germany) White and blue, the colors of the state of Bavaria, home of BMW in Germany.  The logo represents a spinning airplane propeller.

Audi

(Germany) the four rings represent four original companies that became one: Horsch, Audi, Wanderer y DKW.

Chrysler

(USA) named after his founder Walter Chrysler. The logo is a waxed seal to demonstrate quality and dignity in the center of a set of silver wings representing the god Mercury.

Citroën

(France) Named after André Citroën, who bought the patent. The 3-D effect silver chevrons Represent “Deux chevrons” two chevron-shaped gears.

Alfa Romeo

(Italy) The logo is Split in half, containing the emblem of Alfa´s hometown Milan and the Milanese Visconti family.

Buick

(USA) Named after the founder of the make, David Dunbar Buick, represents three shields in red, white, and blue colors, the coat of arms of the Buik family from Scotland.

Chevrolet

(USA) Named after one of the founders, Loui Chevrolet. The color of the Swiss cross or bow tie means the company´s rich heritage, ingenuity, grace, and passion.

Corvette

A red flag with a golden bow tie, a checkered racing flag, and the fleur-de-lis, illustrates the French roots of the owner as well as the strength of the American brands and illustrates the powerful racing soul.

Ferrari

(Italy) A black prancing horse, with the colors of the Italian flag, green, white, and red, with yellow and black as additional ones representing prestige, strength, dominance, and charm of the Ferrari brand.

Pontiac

(USA) Named after the native-American chief Pontiac, the leader of an unsuccessful uprising against the British. It is a downward-facing, red arrowhead known as “the Dart”.

Bentley

(United Kingdom) Named after his owner, Walter Bentley, a winged letter B; the wings symbolize speed and independence, and the B, the initial letter of the surname of the company founder.

Bugatti

(France) Named after the founder of the company, Ettore Bugatti. A three-colored oval with 60 red dots, presumably representing safety wires, others say the dots are gems symbolizing Ettore´s love of his vehicles, which he saw as “fine jewels”.

Daewoo

(South Korea) three-dimensional and metallic two adjacent Ds, similar to a carnival mask with slits for the eyes: it represents the shell of a marine clam, symbolizing the birth of life, prosperity, wealth, trade, and enrichment.

Ford

Named after his founder, Henry Ford. The oval figure with a mix of two colors, symbolizes strength, grace, and excellence of the company and its products, while the white color reflects the company´s purity, elegance, and nobility.

GMC (USA)

Three letters form the company´s name General Motors Company, a logo designed to impress with its large font, symbolizing raw power and brutal utility.

Hummer

A rather basic logo with a simple wordmark without additional symbols, communicating masculinity with the monochrome palette.