If ever there was an ideal spectacle of simplistic design blended with global, instantaneous recognition, it has got to be the bowtie, Chevy’s logo, since inception.
The background behind the logo remains a little unclear. While some speculate that it was Louis Chevrolet himself who suggested the logo, inspired by the Swiss Cross, others suggest that the idea came to William Durant, after seeing a cross similar in appearance and design as the Chevy logo, on wallpaper in a French hotel. Whatever be the case, it was Durant who actually introduced the logo to the external world, in 1913.
Seat Belt Pads, showcasing the Ubiquitous Chevrolet logo on them
If we look at the color shades used in the logo, they are essentially just two – golden yellow for the cross/bowtie and black for the ‘Chevrolet’ text beneath. In spite of the simplistic use of just these two colors, the apparent grandiosity of the brand and all that the logo symbolizes does come across, particularly due to the usage of the golden yellow color, associated with gold itself (which itself is associated with the rich and the riches!). The black color on the other hand seems to suggest the strong and bold character of the company behind the logo.
See the Chevrolet logo being showcased prominently (and brilliantly!) in this conceptual commercial for the Chevy Cruze:
The font used in the logo, to depict ‘Chevrolet’ is Logotype, making it easily readable as well as immensely recognizable. The serifs in the font are distinct and very clear, which bring forth the name of the company – ‘Chevrolet’, to the reader, even more clearly.
The Chevrolet Logo, as it is more commonly seen with the blue color font face type
Now to analyze the shape of the Chevy bowtie logo, firstly it does not really look like a conventional bowtie, even though it is so commonly referred to as one! A unique and different sort of a ‘golden’ bowtie perhaps?! Nonetheless, the linear and perpendicular alignment of the bowtie itself, with the ‘Chevrolet’ font below, makes the logo that much more distinctly recognizable.
The Chevrolet logo, as prominently seen on the upcoming 2011 Chevy Volt
Finally, if we are to consider the association of the logo with the line of business, at a glance, a cross does not really suggest anything to do with the automotive business or even motion or transportation in any form. However, simply because the logo has been used right since the inception of the company – till date, the association of the logo with the company and its line of business has got deeply ingrained in our minds. So, whether you are a die-hard American Chevy fan or a Chevy lover in India, Latin America, Europe or any other part of the world, you are unlikely to associate the golden bowtie with anything other than Chevrolet and its line of vehicles!