Almost a year ago, Fiat Chrysler Automobiles and French carmaker Groupe PSA signed a $50 billion deal launching a joint company called Stellantis. While the merger is expected to be completed in the spring of 2021, the management of this business project has unveiled a logo for the new brand.
Actually, Stellantis had an emblem earlier, and the new iteration is a final touch on its visual identity before the company is completely formed. Based on the previous variant, the new logo represents a stylized wordmark distinguished with an “A” without a bar as well as “S”’s with peculiar curves. In the updated version, the lettering has been complemented with a cloud of dots around the central “A”.
A statement from Stellantis’ parent companies says the logotype reflects the heritage of FCA and Peugeot and Citroen that founded the Groupe PSA. It can also be regarded as a symbol of the unified capability of 14 car brands owned by both companies, that includes among others, Alfa Romeo, Dodge, Jeep, Maserati and Opel. Referring to the constellation of the famous automotive brands with the circle of dots, the logo calls up the company’s name itself as “Stellantis”, having Latin roots, means “to brighten with stars”.
While the emblem has already caused some criticism for looking like a hygiene product brand, it will likely be used as a corporate logo. Anyway, we have to wait until Stellantis has entered the market as a united company to see all its branding and technological innovations.
