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Hooniverse Asks- What Car Company Has the Coolest Brand Badge?

The automobile has been around for more than 100 years now. Not only that, but some of the companies that make them go back decades prior to the dawn of motoring – companies like Studebaker and Tesla. And over all that time, each one has sought to stand out from the crowd, make emboss their ethos on their very product by way of an emblem. Ford has its Blue Oval, Chevy its Bow Tie, and Toyota. . .  well, some kind of circles that looks sort of like a T if you squint hard enough.

Sure there have been missteps along the way. Long before taking Mercury out to country, and then leaving it there, Ford eff’d up their mid-level brand by affixing an incomprehensible three lane diving road badge onto each car. If that wasn’t evidence Ford wanted Merc dead, I don’t know what is. Probably Lincoln had something to do with it too, sneaky waterfall grilling bastards.

Okay, that’s one example of a badge that both looks like ass and has no brand context, but what about the opposite end of the scale? What badges are not only cool, but are worthy of solo placement on the walls of hormonal teenagers’ bedrooms? Ferrari’s prancing horse? Porsche’s regal crest? That circles in shape of a T Toyota thing?

Who knows? Well hopefully you all do, or at least have an opinion, because I have an opinion on practically any and every subject. Hell, I usually have two or three! Be like me, and get opinionating, what brand has the coolest badge engineering?

Image source: [dealerpics.com]

Related posts:

  1. Hooniverse Asks- What’s Your Favorite Brand Badge?
  2. Hooniverse Asks- What is History’s Best Car Brand Slogan?
  3. Hooniverse Asks- What Non-Car Company Would You Most Like To See Build One?
  4. Hooniverse Asks – What Car Company is the Most Badass?
  5. Hooniverse Asks – What’s the Coolest Batmobile? What’s the Most Lame?

Currently there are "142 comments" on this Article:

  1. tonyola says:

    There's something art-deco cool about the double-M Maybach badge. It almost reminds me somehow of Metropolis.
    <img src="http://bilder.bild.de/fotos-skaliert/maybach-11323262-mbqf-19107338/2,w=457.bild.jpg&quot; width=400>

  2. chrystlubitshi says:

    while there are many, many awesome badges from all the years of automotive history…. I think the Hyundai Genesis sedan (trunk) badge is one of the best looking I've seen in a long time–I looked for pictures but didn't have any luck…

  3. pdb says:

    <img src="http://www.fleetplus.com.au/uploaded/files/NewAlfaRoundel.jpg"&gt;

    Not only does it tell a bit of history, it also warns the prospective buyer of the ownership experience.

    "Jesus Christ!" (cross) "These repair bills" (green dollar like snake) "are eating me alive!" (little guy getting devoured).

    • Van Sarockin says:

      Alfa's a great choice. There's been a great transformation in their logo over the years.

      That guy getting eaten is actually the pommel and guard of a sword. It's part of a dragon-slaying allegory (St. George?). And topped with a crown.

      Great cars, if you can slay their dragons…

    • The_Yellow_Box says:

      I rushed to the comments hoping nobody did Alfa yet. I'm glad you did though, because I was going to say the same exact things only probably not as cleverly.

    • giuseppe guzzo says:

      sorry i'm italian….Milan…..the cross is the badge of Milan and the snake with crown is the coats of arms of family Sforza noble family of milan)

  4. C³-Cool Cadillac Cat says:

    I'm a bit biased, but I like the older Cadillac hood ornaments.

    <img src="http://www.emblemagic.com/myimages/emblempics/Auld/Auld%20015.jpg&quot; width="400">

    • chrystlubitshi says:

      they're Duckin' beautiful… as long as you can keep them on the car……

      • topdeadcentre says:

        It's just not the same since they removed the plovers ("ducks").

        • C³-Cool Cadillac Cat says:

          Agreed!

          I'm not a fan of the new, 'modern' one, really. I am, however, trying to figure out if I can do away with the emblem on the grille and instead do a proper hood ornament on my '05 STS. Might be more work than I want to take on.

          Plus, the car doesn't have so much as a door ding on it, so it'd hurt to drill into the hood if I found it didn't 'look right', later.

  5. C³-Cool Cadillac Cat says:

    Simple and to the point.

    <img src="http://cache.gawkerassets.com/assets/images/12/2010/12/aotd_hood_mercedes.jpg&quot; width="400">

    • OA5599 says:

      The logo reminds me of a face. The "M" is a nose with the black voids being nostrils, and the "D" and "C" the eyes. they're squinting because the car is snorting something.

  6. Tanshanomi says:

    A hell of a lot more badass than any of the current crop of oval jellybeans.

    <img src="http://onecarspot.com/wp-content/uploads/2011/08/Eagle-logo.gif&quot; width="320">

    • chrystlubitshi says:

      ooOOOOooo.. I didn't even think of that one… it was best on my '95 Vision TSi…. but the little bastard (though sun-worn) served me well on a $600 '94 summit coupe (that I ran over 90K miles on in 6 years… with $2500 in maintenance/repair costs (outside of normal oil/tires stuff)

      Still miss that Vision though… the front end was taken of by a Neon-peon (she was calling work, lighting a smoke, not wearing a seatbelt, driving 45 in a parking-lot marked at 15…. etc… ) and I got all the sh*t because of Indiana law (she had no insurance… it wasn't on a public road…. F*&^) I'm not going to rant.

      still miss my eagle vision… it was a good car that I bought with the inheritance money from my maternal grandmother…. I thought it'd last a lot longer than 10 months…………………….

  7. Tanshanomi says:

    I get how the Infiniti logo could be cool, with sparse graphics illustrating the infinite road stretching to the horizon, but it's forever been ruined for me by this:
    <img src="http://www.tanshanomi.com/temp/infiniti-emblem.gif"&gt;
    A severely modern logo with an art-nouveau vine background? Whoever thought this inexplicably incongruous combination would look…like…well, whatever it was they thought it would look like?

  8. tonyola says:

    I don't know why Mercury didn't adopt this as their principal emblem. It certainly went with their "sign of the cat" tagline.
    <img src="http://www.cartype.com/pics/1637/full/mercury_cougar.jpg&quot; width="300/">
    Here's the emblem for the original Audi Fox. I once read that Audi had a problem with dockworkers and longshoremen prying the badges off the cars as they came off the boats – seems they were making pendants and jewelry out of them.
    <img src="http://www.cartype.com/pics/1140/small/audi_fox_emblem.jpg&quot; width="200/">

  9. dukeisduke says:

    Here's a couple:

    <img src="IMAGE URL" width="600">
    <img src="http://farm3.static.flickr.com/2103/2277575170_80bee74f37.jpg?v=0"&gt;

    and

    <img src="IMAGE URL" width="600">
    <img src="http://www.blogcdn.com/www.autoblog.com/media/2007/01/godhead150.jpg"&gt;

    • chrystlubitshi says:

      I like the star, always have—however, I think I like the *statement* on the ad you posted more. It reminds me of "Bond. James Bond" only in print… and in an American vehicle that he probably would have driven.

      • tonyola says:

        Lincoln Continental and Continental Mark III were two separate car lines when this brochure was printed. The Continentals were the regular sedans and coupes. The Mark III was the premium personal-luxury coupe.

        • chrystlubitshi says:

          I know that… but read it in your best Sean Connery voice… and it becomes humorous.

          Also, I like the Lincoln star emblem–I was happy when they chose the name "Navigator" for the Upscale Expedition….

  10. buzzboy7 says:

    The new one may be in worst category but the early 60's sits along the best.
    <img src="http://image.truckinweb.com/f/34165323/1011tr_03+1963_mercury_m100+gas_cap.jpg&quot; width="600">

  11. OA5599 says:

    One that thumbs its nose at your anti-semetic competitor/former boss.

    <img src="http://farm2.static.flickr.com/1136/5132632626_4df85be5de.jpg"&gt;

    • chrystlubitshi says:

      I searched for a minute or two (and gave up) so I hope the voice-over translation doesn't screw it all up……

      [youtube Zv5RXPHEn5c&feature=related http://www.youtube.com/watch?v=Zv5RXPHEn5c&feature=related youtube]

    • pj134 says:

      Dodge Brothers I'm guessing?

      DAMMIT WHY DON'T THE PICTURES LOAD BEFORE I POST?!?!

    • tonyola says:

      From Allpar:

      "The Dodge Brothers Club's FAQ states that the symbol was not chosen to anger Henry Ford, and goes on to say that "At the time the emblem was selected (most likely 1912-1914) it's likely that the Dodge brothers were unaware of its use in Judiasm. In fact, at this time, that symbol was not used universally in this context." It suggests these possibilities, among others:

      1. These are two interlocking Greek letter "deltas" or "Ds" for the two Dodge brothers
      2. A medieval symbol of mysticism and the joining of mind and body; in this case representing the joining of two brothers, who were very close, in this business venture (allegedly, letters addressed to just one of them would be discarded).
      3. An abstraction of the square and compass of the Freemasons (this seems unlikely as well).
      4. Nothing more or less than a badge with six pointed star similar to those used for law-enforcement officer's badges, some outlined with triangles. Sheriff, Marshall, and police badges frequently wore six pointed stars. The old-west Dodge City badge had six points. Horace Dodge was said to enjoy accompanying local law-enforcement officers on their runs."

    • dukeisduke says:

      The funny thing is, the Dodge brothers weren't Jewish; the double triangle was just a popular symbol around the time.

  12. autoidiodyssey says:

    My picture posting skills are completely lacking but i have to put a vote in for ABARTH.

    • Jimmy7 says:

      Care to introduce me to your friends?

      • sporty88 says:

        Not sure if suju89 is looking, so I'll help out:

        1. Tickford (originally associated with Aston Martin, also used by Ford Australia in the 1990's on high-performance Falcons)
        2. Elfin Sports Cars
        3. HSV (Holden Special Vehicles)

        They are all Australian manufacturers.

  13. vwminispeedster says:

    Citroen based his double chevron logo off of gears… <img src="http://www.svvs.org/citroen/chev.jpg"&gt;

  14. dukeisduke says:

    I've never been able to figure out Skoda's logo. Is it a chicken?

    <img src="IMAGE%20URL" width="600">
    <img src="http://blog.carazoo.com/wp-content/uploads/2010/11/skoda_logo-300×300.jpg"&gt;

  15. Feds_II says:

    Just because my MPV falls in the limited range of cars that were shipped with it:

    <img src="http://img136.imageshack.us/img136/9343/mazda2qy7.gif"&gt;

    thought the Efini logo is kinda cool in situ:

    <img src="http://rupewrecht.com/forsale/fs_efini_badge.jpg&quot; width=500>

    • Scandinavian Flick says:

      I always loved the Efini emblem. While I typically dislike rebadging cars, I would totally rock an Efini emblem on an FD.

  16. Armand4 says:

    What better way to advertise your saws than to point out that they have teeth, like a lion? And after the company has evolved a bit, what better way to show off the toughness and feline elegance of your cars, bicycles and pepper grinders?
    <img src="http://www.cartype.com/pics/1588/full/peugeot_plaque_1960-73.jpg"width="600"&gt;

  17. Devin says:

    <img src="http://farm3.static.flickr.com/2688/4322814594_5ed07363ed.jpg&quot; width="500" height="375" alt="321 Rambler Badge">
    Rambler sort of influenced my own signature.

  18. mdharrell says:

    <img src="http://p2.la-img.com/702/14084/4407023_1_l.jpg&quot; width="450">

    I don't know what the badge of the Liquid Air, Power & Automobile Company looked like, but that stuff boils at about -195ºC at room pressure, so I imagine it was pretty cool. Apparently their prototype was based on a modified Locomobile. Crazy.

  19. Because some people keep asking how to spell it.

    <img src="http://bobandjeannie.com/MG_Logo.jpg&quot; width="600">

  20. Vavon says:

    I always liked the Renault logo of the 70's and 80's. Somehow it reminds me of tyres and roads.

    <img src="http://images.wikia.com/logopedia/images/d/dc/Renault_logo_1972.png"&gt;

  21. Scandinavian Flick says:

    Some great ones posted here so far. I always had a thing for the classic emblems. Cars seemed to have more artistry involved back in the day. Even somewhat more simple ones like the one found on this '62 Volvo P1800:

    <img src="http://farm1.static.flickr.com/137/343774333_d0e44807c5.jpg"&gt;
    Source: http://www.flickr.com/photos/mr38/343774333/

    Also, how about Saab?

    <img src="http://i27.photobucket.com/albums/c187/Saaboheme/saab_logo_1967_1974_small.jpg"&gt;
    Source: http://www.saabcentral.com/forums/showthread.php?…

    Also, I posit the Abarth emblem for general badassery:

    <img src="http://www.cartype.com/pics/165/small/abarth_emblem_1.jpg"&gt;
    Source: http://www.cartype.com/pages/101/fiat_abarth (Also has a few other great examples there)

  22. scroggzilla says:

    Gordon Keeble's have Turtle Power!

    <img src="http://farm7.static.flickr.com/6192/6080961700_8de29e5159.jpg"&gt;

    (shamelessly stolen from richwall's flickr account)

  23. sport_wagon says:

    Also:

    <img src="http://tatraamericas.com/Tatra_logo.jpg&quot; width="300">

    But my current favorites are Audi, Volvo and Skoda. Audi and Volvo because they use very nice fonts. Skoda because I don't know what the hell that symbol is, but it looks like some tribal war bird.

    <img src="http://www.cartype.com/pics/3526/small/volvo_logo2006_lg.jpg&quot; width="300">

    <img src="http://www.cartype.com/pics/121/full/audi_logo-text_1.jpg&quot; width="300">

    <img src="http://www.cartype.com/pics/3110/full/skoda_logo_new.jpg&quot; width="300">

    • FuzzyPlushroom says:

      Of course I was going to mention Volvo. What better way to sell a road-going armoured yuppie carrier (AYC) than giving it the alchemical symbol for iron?

      • owlman says:

        Its a winged arrow – and I think that arises from the predecessor company Laurin + Klement: but someone will cporrect me on that i'm sure

  24. discontinuuity says:

    The Toyota MR-2's weird eagle thing: <img src="http://i.ebayimg.com/00/$%28KGrHqMOKpQE24KNySt8BNzGcKqEUQ~~_35.JPG"&gt;

  25. 80SICON says:

    http://cdn.cbsi.com.au/story_media/339322415/jagu

    This one is the coolest however. Was on the Jag CX-16 show car recently.

    Sorry, newbie here, having trouble figuring out how to get the photo to show instead of just the link.

  26. MK II says:

    Guy Motors (yeah they're a bus manufacturer, but look at it!)
    http://en.wikipedia.org/wiki/File:Guy_Motors_Badg

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