History of the Jeep Logo

The Jeep logo is one of the most recognized auto brands.

Flag this photo

The Jeep dates back to July of 1940, when the United States military needed a replacement light reconnaissance vehicle to replace the modified Ford Model-T. The requirements set out by the military required that the engine run smoothly, and the body needed to be rectangular-shaped, with a fold-down windshield and three bucket seats. Although called a "Jeep” while of service to the military, the name stuck after the war and eventually became an important part of the Jeep logo.

Related Searches: Origin of the Jeep Name

Willys-Overland, after competing with two other automakers, built the Willys Quad for military use. The military considered the Quad as a GP (general purpose) vehicle. Some claim that this is where the original Jeep name came from --- slurring the G and P together. Others claim the Willis Quad was named after "Eugene the Jeep," featured in the "Popeye” cartoon strip. After the war, Willys trademarked the Jeep name, with plans to convert the rugged vehicle for commercial use, specifically for farming.

A Logo Is Born

When marketed as a civilian vehicle, the Jeep was called the Universal Jeep. The first slogan used by Willys for this vehicle was, “The sun never sets on the mighty Jeep." The first Jeep "word mark" was filed on Feb. 13, 1943. On Sept. 5, 2002, Chrysler Corporation announced that Jeep vehicles, for the first time in their 60-plus-year history, would carry a conventional logo. Until that time, all trademarks filed with the U.S. Patent and Trademark Office were word marks.

First Jeep Logo

Word mark filing provided intellectual property protection to the word Jeep, together with the specific typeface used. The new logo chosen by Chrysler in 2002 was a graphic representation of the front of the Wrangler, the most recognized of the Jeep brand. Specifically designed to reinforce the already familiar nature of the Jeep image, the seven-slot grill, round headlights and rectangular windshield were the basis for the new logo. The word “Jeep” is centered at the top of the logo.

Jeep Branding

The brand tag "Only in a Jeep," was also re-launched by Chrysler in 2002. The new logo and relaunched tag line were intended to inspire consumer confidence, accenting the strong styling and rugged history of the vehicle. But Jeep branding is ever changing. A new word mark for the Jeep was filed by Chrysler with the U.S. Patent and Trademark Office on Aug. 15, 2011. This word mark is the word "Jeep," in a slightly different typeface, with the letter "J" having a softer bottom curve.

ReferencesChrysler: Jeep HistoryCartype: Jeep Logo HistoryJeep: HistoryFamous Logos: Jeep LogoUnited States Patent and Trademark Office: Jeep Trademark RegistrationDayton Daily News; Jeep’s 70 Years of History Propel It Into Future; Larry PrintzResourcesUnited States Patent and Trademark Office: Jeep LogoPhoto Credit Justin Sullivan/Getty Images News/Getty ImagesRead Next:

Print this articleCommentsFollow eHowFollow

View the Original article