Automotive Type, Part Fourteen

I’m getting back to my automotive type series. This week, I’m focusing on alphanumeric badges.

These days, alphanumeric names are common with cars. I own an MX-5 and a 128i. One of my neighbors owns an ATS and another owns a CR-V. There was a time when american cars used alphanumeric or numeric names to define trim levels or special editions. They all got their own unique badges.

Below are some of my favorite alphanumeric badges from the ‘50s, ’60s, and ‘70s, along with stories highlighting of a few of them.

The Oldsmobile F-85 (first column, 2nd image down) was the first compact car for the GM marque and a rare ‘60s example of a model with an alphanumeric name, but a proper name for the top-of-the-line trim level – Cutlass. You can figure out where that led. As for the badge, it’s got loads of character in that fantastic script F.

In the ‘60s, Mercury used alphanumeric designations for their trim upgrades. S-22 for the upscale version of the compact Comet, S-33 for the midsize Meteor, and S-55 for the well-optioned, high-performance full-sized Monterey. The example shown here, (right below the F-85 pic) is from a 1966 model. Another example of a great script contrasting with tight, modern numerals. I’m also digging the pop of red behind the numbers.

The GT badge from the 19654-66 Dodge Dart (center image) is one of my all-time favorites. While the model is not a heavyweight as far as classic MoPars go, its badge is fantastic! That whiplash script G weaving its way around a traditional serif T is a great example of mid-century sculpture.

One of the more well known American alphanumeric names is Z28 (1971 example, 3rd column, bottom image). The performance model Camaro got its name from an uninspiring source. In 1967, a special package for road racing was offered that included a special small, high-revving engine, heavy-duty drivetrain, heavy-duty suspension, and special disc brakes. The factory product package code was “Z28.” There was no dramatic marketing, just a code next to a checkbox on a form. Now the name is the stuff of legends.

If you’re interested in digging deeper into badge type design, check out writer and type expert Steven Coles’ excellent Tumblr page, Chromeography.

Interested in a print of one of my badge photos? Visit my store and place an order.

Left column, top to bottom: 1956 Oldsmobile, 1964 Oldsmobile, 1966 Mercury Monterey, 1967 Buick. Middle column, top to bottom, 1960 Chrysler, 1964-66 Dodge Dart, 1966 Ford Mustang. Right column, top to bottom: 1960 Dodge Phoenix, 1963 Ford Galaxie, 1965 Pontiac LeMans, 1971 Chevrolet Camaro.

Exner-era MoPars this weekend

This past weekend was my Christmas of car shows weekend. Central Ohio hosted both the Goodguys PPG Nationals and the Arthritis Foundation Classic Car Show. I split my time between the two shows over three days and a crazy number of steps according to my smart watch. I my time seeing literally thousands of vintage and custom cars, three that stood out to me had one thing in common: they were Chrysler Corporation products designed under the direction of Virgil Exner during the 1950s. Do I have a “type” when it comes to ’50s Detroit steel? Apparently, I do.

The 1956 Chrysler Windsor Newport was an update of the revolutionary 1955 model that started Exner’s “forward look.” This Windsor trim level was not the top-of-the-line, but it was far from basic. The long, substantial lines somehow avoid looking heavy, and the two-tone white and salmon paint make for a great combo.

The 1958 DeSoto Firedome Sportsman was at the height of the late ’50s jet age excess and this example stopped me in my tracks. The two-tone white and red paint helped, but those fins! People often talk about the 1959 Cadillac fins, but the fins on the ’57 and ’58 DeSoto are every bit as impressive. And the jet-exhaust taillights! It amazes me that something like that could come out of the design department of a large corporation.

Finally, the 1959 Dodge Sierra station wagon combines those jet-age influences with the practicality of a wagon. When I see cars like this, it makes me resent current crossovers even more. If something like this Dodge Sierra existed today, I’d have no issue driving a “practical” vehicle.

Interested in a print of one of my MoPar photos, or others? Visit my store and place an order.

Top row, left to right: 1956 Chrysler Windsor Newport headlight, Windsor fender detail, Windsor dashboard. Second row, left to right: Windsor decklid and tailfin, 1958 DeSoto Firedome Sportsman front and flank, Firedome roof and rear fender. Third row, left to right: Firedome tailfin, Firedome rearview mirror and badge, 1959 Dodge Sierra station wagon headlights, Sierra front fender badge. Bottom row, left to right: Sierra taillights and flank, Sierra profile.

Automotive Type, Part Ten

Ford advertisements in 1932 called it “The Greatest Thrill in Motoring.” The V8 engine was the most aspirational American automotive power plant of the twentieth century. Sure, there were V12s and the rare V16, but the V8 was an attainable driveway status symbol. For my tenth edition of my series on automotive type, I’m featuring some of my favorite takes on the famous alphanumeric mark that told your neighbors what you were packing under the hood.

From a graphic design point of view, there are so many great interpretations of this simple combination of characters. I love the lighting bolt style of the 1955 Pontiac badge and the subtle “infinity” of the 1962 Studebaker badge. But it’s the graphic checkerboard treatment of the 1965 Barracuda badge that’s possibly my all time favorite.

If you’re interested in digging deeper into badge type design, check out writer and type expert Steven Coles’ excellent Tumblr page, Chromeography.

Interested in a print of one of my badge photos? Visit my store and place an order.

Top row, left to right: 1932 Ford, 1955 Pontiac, 1955 Ford. Middle row, left to right: 1955 DeSoto, 1962 Studebaker Lark Daytona. Bottom row, left to right: 1964 Studebaker Lark Daytona, 1965 Plymouth Barracuda.

Automotive Type, Part Seven

My seventh post in my series on automotive badges takes a graphic turn. During the musclecar era, there was a shift from “speaking” of horsepower in chrome to shouting about it in vinyl—lots of it. The shift in material and attitude made for some seriously fun graphics with plenty of swagger and wit. There were even pop culture references, like Plymouth licensing of the Road Runner character from Warner Brothers, and Pontiac borrowing from a character on TV’s “Laugh In” for the special edition of its GTO.

If you’re interested in digging deeper into badge type design, check out writer and type expert Steven Coles’ excellent Tumblr page, Chromeography.

Interested in a print of one of my badge photos? Visit my store and place an order.

Top row, left to right: 1969 Plymouth Road Runner, 1969 Mercury Cyclone, 1969 Chevrolet Nova. Second row, left to right: 1969 AMC SC/Rambler, 1970 Dodge Super Bee, 1970 Ford Mustang. Third row, left to right: 1970 Pontiac GTO, 1970 Plymouth Road Runner, 1970 Plymouth ’Cuda. Bottom row, left to right: 1971 Plymouth Duster, 1971 Ford Mustang, 1973 Pontiac Trans Am.

Automotive Type, Part Five

My fifth post in my series featuring automotive badges and lettering is a sequel to Part Four, all about script badges. Showing just twelve badges wasn’t enough, so here’s another grid of mid century script goodness. Enjoy!

If you’re interested in digging deeper into badge type design, check out writer and type expert Steven Coles’ excellent Tumblr page, Chromeography.

Interested in a print of one of my badge photos? Visit my store and place an order.

Top row, left to right: 1950 Pontiac, 1950 Buick, 1951 Kaiser Henry J. Second row, left to right: 1954 Plymouth, 1955 Chevrolet Nomad, 1955 Willys Aero. Third row, left to right: 1956 Ford, Shasta travel trailer, 1956 Lincoln. Bottom row, left to right: 1957 Chrysler Imperial, 1960 Buick, 1965 Buick.

Automotive Type, Part Four

For my fourth post in my series featuring automotive badges and lettering, I’m continuing with my favorite period—the post-war “Jet Age” from the late ’40s to the early ’60s. This time, it’s all about script badges. I could probably post this a dozen times and not repeat a single badge. I’ve edited my collection down to twelve that I think show the diversity of the period, and that I just personally love. I’d love to see any of these expanded into a complete font. I hope there’s at least one type designer out there reading this that agrees.

If you’re interested in digging deeper into badge type design, check out writer and type expert Steven Coles’ excellent Tumblr page, Chromeography.

Interested in a print of one of my badge photos? Visit my store and place an order.

Top row, left to right: 1947 Chevrolet, 1954 Plymouth,1955 Studebaker. Second row, left to right: 1955 Packard, 1955 Pontiac, 1956 Buick (Motorama show car.) Third row, left to right: 1957 Buick, 1959 Oldsmobile, 1960 Ford. Bottom row, left to right: 1960 Plymouth, 1962 Dodge, 1963 Chrysler.

Automotive Type, Part Three

For my third post in my series featuring automotive badges and lettering, I’m highlighting my favorite period—the post-war “Jet Age” from the late ’40s to the early ’60s. I’ve included a few examples of hood ornaments that aren’t type related, but they have such a jet-age influence that I just had to include them. One of the other great things about this era are the names that the Detroit marketing teams came up with, like Futuramic, Airflyte, Fireflite, and my favorite, Merc-O-Matic. The bonus being the orbit-shaped “O”. 

If you’re interested in digging deeper into badge type design, check out writer and type expert Steven Coles’ excellent Tumblr page, Chromeography.

Interested in a print of one of my badge photos? Visit my store and place an order.

Top row, left to right: 1949 Oldsmobile, 1950 Mercury, 1951 Nash. Second row, left to right: 1950 Oldsmobile, 1951 Hudson, 1953 Cadillac. Third row, left to right: 1955 Chevrolet Nomad, 1955 Pontiac, 1954 Mercury. Bottom row, left to right: 1956 Plymouth Fury, 1959 DeSoto, 1961 Oldsmobile.

Automotive Type, Part Two

For my second post in the series featuring automotive badges and lettering, I’m highlighting the industrial and streamlined look of the 1930s and 1940s. If you look at these examples as a whole, you can see the influences of both the mass production established in the ’20s and the corporate consolidation of the ’30s. The overall look of the badges had changed from representing craftsman’s signatures to standardized logos that emphasized the swift mechanical nature of the automobiles. Even the script lettering took on a more “machine made” look and an emphasis on power and speed. The messaging behind the use of script lettering continued to change in subsequent decades, but more on that in future posts.  

If you’re interested in digging deeper into badge type design, check out writer and type expert Steven Coles’ excellent Tumblr page, Chromeography.

Interested in a print of one of my badge photos? Visit my store and place an order.

Top row, left to right: 1934 Chrysler Airflow, 1934 Hudson Terraplane, 1936 Buick. Middle row, left to right: 1937 Studebaker, 1941 Buick, 1941Plymouth. Bottom row, left to right: 1941 Pontiac, 1947 Ford, 1948 Buick.

Lamenting the long gone vent window

The automotive vent window started to disappear in the late ’60s, and by the ’80s it had gone the way of the passenger pigeon. It’s been said that the ubiquity of air conditioning made the vent window obsolete. In my opinion, it never truly became useless.

Yes, I understand that it adds cost to the production of a car, it creates another chance for weather sealing issues, and adds clutter to the car’s design. But, think about it—on a chilly or rainy day, if you want to let in just a little fresh air, instead of cracking the window, you flip a lever and give a nudge. There’s no air blowing in along the entire length of your window, just a small amount by your left hand. It’s a simple, elegant, and functional feature.

On my Miata, the side windows have small quarter glass panes. They don’t open. They’re fixed in place, teasing me…

Elements: 1956 Nash Ambassador Super

Another “car of note” from this year’s Arthritis Foundation car show in Dublin, OH, is this 1956 Nash Ambassador. This is one of those cars that isn’t particularly beautiful, but has loads of character. After 60 years, it has finally come into its own.

In the 1950’s Nash developed a relationship with Pininfarina, who styled their higher end models. I have to admit, the cars that they designed for Nash, are not exactly what I think of when I think of Pininfarina. They seem to be from a different world than some of the most famous Farina penned Ferraris, Alfas, and even Fiats. What this 1956 Pininfarina styled Ambassador Super lacks in elegance, it makes up for in ’50s flash. Another admirer of the car commented as I took these shots, “There’s a lot going on with this one.” Yes, yes there is!

Elements: Custom 1940 Mercury

Another “car of note” from this year’s Goodguys PPG Nationals, is this award-winning, Rob Ida built 1940 Mercury. It might just be the most elegant custom I’ve ever seen in the steel. This build embraces the european coach-built aesthetic of the ’30s and late ’40s. The bespoke roofline and hood give the car such a distinctive, streamlined look. There’s a lot of Talbot -Lago, Delahaye, and Delage influence in both the lines and the detail.

Oh, the details! Not only does it sport full wheel skirts on all four corners, the front skirts are articulated and move when the wheels turn. The custom hardware and trim elements are just too numerous to list. It even has custom luggage!

The power plant is just as impressive as the sheetmetal. It’s a supercharged modular Ford mill producing around 660 horsepower, and it’s detailed as beautifully as the rest of the car. The one thing that had me scratching my head was that it had a column-mounted gear lever and three pedals. So I had to ask, “is it a three-on-the-tree?” Nope, turns out is uses a modern auto box and has tandem brake pedals. Like I mentioned, the details!

Elements: 1960 Plymouth Fury

My second “car of note” from this year’s Goodguys 19th PPG Nationals is item one in my argument that the most outrageously designed car of the 1950s was actually a 1960 model.

Allow me to present a 1960 Plymouth Fury 2-door hardtop. When everyone else in Detroit was reeling in on chrome and fins, Virgil Exner and the folks at the Chrysler Corporation design studio weren’t done with their excess yet. The fins on the 1960 Plymouth were every bit as tall as on the 1959 model, and maybe even a bit taller. The wide side trim of 1959 was gone, but the rear skirt extension trim and front wheel well sculpting more than made up for what was deleted. It was even outrageous under the hood, with a dual-quad, cross-ram 383 V8 under the hood. This example also has owner upgrades that include Chrysler 300 style front seats that swivel out when the door is opened.

In 1960, this car was considered dated when compared to offerings from Ford and GM. But after 56 years, this is the car that will turn more heads than it’s competitors.

Elements: Space age Oldsmobiles

Nearly every american car company exploited the jet and space age in the 1950s and ’60s, but I’m not sure any other brand was as overt about it as Oldsmobile. When they introduced their new “high tech” overhead valve V8 in 1949, they branded it the “Oldsmobile Rocket”. From there, they ran with it. There were globe badges, jet flourishes, and names like Starfire and Jetfire. Here are some of my favorite “jet age” Olds details from that era.

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Do I already own my dream car?

The two cars that I own have almost nothing in common with the cars that I'm such a huge fan of. Neither my 2009 BMW 128i nor my 2008 Mazda MX-5 Miata is a vintage, a classic, or a collector car. They don’t even draw much attention at the local, anything goes, Saturday Cars and Coffee. I consider them “cooler than the average Camry or Accord,” but they’re far from show cars.

My current wheels: a 2008 Mazda MX-5 Miata Grand Touring, and a 2009 BMW 128i with the sport package

My 2008 Miata is a fantastic car to drive, I’ve said many times that I’ll never part with it, but in recent months, I’ve thought about replacing it with a car more in line with the type that I love to photograph. This past February, I found a driver-condition 1955 DeSoto at a swap meet that was obtainable with the money I could get for my Miata. I seriously considered pursuing it, but decided stick with what I had. Just this past Saturday, I came across a disarmingly pretty 1967 Barracuda that had enough of a sentimental draw that I asked the owner if he’d consider selling it. I was dead serious.

The 1955 DeSoto Firedome that could have replaced the Miata

The 1967 Barracuda "notchback" that I couldn't talk the owner into selling.

That evening, I read this Wired article. At the risk of twisting Jonathan Welsh’s words, I’m not going to summarize, so please take a moment to read it before reading the rest of my post. It was as if he wrote it specifically for me. Have I already owned the perfect toy for the past 6 years?

The only car that I’ve enjoyed as much as my Miata was the 1971 Dodge Challenger I owned in college. In the hypothetical situation that the Challenger ever came up for sale in at least the same condition as when I sold it, I’ve said that I’d give up the Miata for it. Who am I kidding? I couldn’t afford if it did show up on the Hemmings web site (confession: I’ve looked more than once). Even if I had the chance to drive it again, it would be familiar, but I'm sure I’d be shocked by its poor handling, numb steering, and the fact that it’s not even any faster than my Miata. 

My old flame: a 1971 Dodge Challenger. Cooler than the other side of the pillow, but sloppy and slow by today's standards.

As for the DeSoto I mentioned, it had been sitting for 15 years and needed a water pump and radiator. What other related problems would reveal themselves? That 1967 Barracuda “doesn’t stop well—at all” according to the owner. I can hop in my Miata at any time, without worry that something will fail. It’s been bullet proof.

So how soon before my Miata becomes “special?” Mazda recently announced a new MX-5 RF that’s more of a sports coupe with a retractable roof than it is a roadster. The prototype at the unveiling was an automatic, which might be the first time Mazda has debuted a new MX-5 with an automatic before the manual version. I think this car is the future of the Miata, and I’m willing to bet that if it outsells the soft top model, within 3 years the soft top will be discontinued. With a manual soft top, 6-speed manual transmission, and analog limited-slip differential, my Miata model may soon be as unique as a car with vent windows and chrome bumpers, but much better to drive.   

But enough rambling—I’m going for a drive.

Elements: 1965 Pontiac 2+2

One of my favorite automotive trends of the ’60s was the full-size fastback. Examples include the Chevy Impala, Ford Galaxie 500 XL, Dodge Charger (technically not full-size, but big enough to include), Olds Delmont, and Buick Wildcat. In my opinion, the best looking of the bunch was the ’65 and ’66 Pontiac 2+2. It did the "Coke bottle" profile better than any of the others, and I admit, I'm a sucker for the stacked headlights. With a 421 Tri-power V8, 4 on the floor, and those 8 lug wheels, ’60s Detroit steel doesn’t get much cooler.

Elements: 1958 – 1960 Thunderbird custom

I've seen this car show up at a few local car shows, but I haven't had a chance to meet the owner. I love the 60’s custom look of it, but what really makes this car is the orange metal flake paint. I honestly don't think I’ve ever seen flakes this big in a car finish. It has a depth unlike any pearl or candy finish. I'm fascinated by it. I’d love to talk to the owner, or better yet the painter, and get the back story what it took to get this look. When it happens, I'll be sure to post a follow up.

1958 Chevrolet Biscayne DIY custom

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Some custom cars are crafted, others are built. This ’58 Chevy 2-door sedan is without question the latter. It’s a build-what-you-have, cut-off, bolt-on, and weld-up, street beast. I just love the presence of this car. Not only does it have the attitude with it’s looks, it sounds loud and amazing. I think of it as the automotive equivalent of a Social Distortion gig.

Elements: 1963 Chrysler New Yorker

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After all of his outrageous finned and jet-inspired designs of the late ’50s and early ’60s, one of Virgil Exner’s last designs for Chrysler was almost conventional. The 1963 Chryslers were very conservative compared to just a year before, but they still had some really amazing details. The “New Yorker” script is one of my favorite type badges. It would make such a great starting point for script typeface.

1941 Willys Americar gasser tribute

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This particular Willys is one of my all-time favorite hot rods. The concept, unexpected color, and amazing attention to detail make it a truly unique build. When I saw this car in 2013 at the Goodguys PPG Nationals, I had the opportunity to meet the owner/builder, Mark Renko. He showed me around the car and pointed out some of the car’s hidden features, like the routing of the HVAC and stereo. The beautifully adapted microphone gear knob and bass drum accelerator pedal were references to his other love of music and drumming. A year later, I learned that Mark had passed away the previous November. While I only talked to Mark for a few minutes, I found him to be extremely nice, infectiously enthusiastic about the car, and ridiculously talented. I was crushed to learn of his passing. I hope this car lives on to carry his legacy for as long as possible.

1967 Fiat Dino Coupe

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Every year in July, The Arthritis Foundation sponsors a car show in Dublin, OH. It features the best automotive variety of any show in the area. I’ve seen everything there from 1914 Detroit Electrics to late model Lamborghinis. 

My “car of note” from last year’s show is a 1967 Fiat Dino Coupe. This was the first Dino Coupe I’d seen “in the steel”. While it may not look exotic, it’s powered by the same V6 as the mid-engined Ferrari Dino of the same era. Ferrari had to build enough engines to qualify for F2 race competition, so they partnered with Fiat and contracted them to build enough to meet the requirement. To complete the package, the coachwork was done by Bertone. With it’s taut lines and great proportions, I think it’s one of the best looking small 2+2’s ever built.