Allison Transmission Logo

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Allison Transmission Logo
The logo of the American company Allison Transmission looks memorable and modern. On the downside, it bears an uncanny resemblance to the old Pepsi logo.

Meaning and history

The pictorial part of the Allison Transmission logo consists of a roundel emblem in blue and red on the white background. There are two circles (larger and smaller) placed one inside the other. Each of the circles is formed by two shapes looking very much like curved drops. The two roundels were inspired by the shape of the brand’s core product, the transmission.
If you compare the design with the logo of the popular soft drink Pepsi (especially the versions used in 1950-2008), you will have to acknowledge they look too similar. The circle and the drop shape would already have been enough. The palette, which is almost the same, makes the resemblance even worse. The current Pepsi logo is somewhat less similar to Allison’s emblem, though.
Also, the design forces behind the brand opted for a creative type, which added the logo a unique touch. Some of the most distinctive features of the wordmark are the unusual serifs on some of the letters as well as the lack of the dots above the “i’s.”
Allison Transmission Logo

Old emblems

Since 1915, when the company was founded, its emblem has gone through multiple updates. For instance, the ads of the 1930-1950s showcase a wordmark inspired by handwriting. There was more than one “handwritten” version sharing the “A” with an elongated middle bar.
In a 1956 photo from the company archives, you can see the prototype of the current roundel Allison Transmission logo. Here, next to the handwritten wordmark, there is a circle formed by two drops with the word “Torqmatic” in between.