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 Thirteen

I’m following up my twelfth edition of my series on automotive type with a wider range of truck badges. For part thirteen, I’m featuring badges appearing on everything from sport-utes, to commercial delivery trucks, to big rigs. Even with purely utilitarian vehicles like the 1952 Dodge and 1958 Divco delivery trucks, the type treatments have loads of character. Wouldn’t the Divco logo look great on a hat?

A couple of my favorites are the Peterbilt and the 1977 Dodge Street Van. The Peterbilt mark has one of my all-time favorite scripts of any logo. The Street Van badge just screams 1970s, and yet I’ve seen an almost identical style show up in a number of recent lettering designs.

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: 1952 Dodge Panel Delivery, Peterbilt Semi. Second row, left to right: 1972 Chevrolet, 1977 Dodge Tradesman B200 van. Third row, left to right: Autocar automotive hauler, 1958 Divco delivery van, International Scout II. Bottom row, left to right: 1962 International Scout, 1972 Ford Bronco, 1963 Ford Econoline truck.

Automotive Type, Part Twelve

For my twelfth edition of my series on automotive type, I’m giving some love to “old reliable,” the American pickup truck. There are some great variations in truck badges from the 1930s through the 1960s. They range from the scripts of the 1930s Willys and Chevrolet to the bold chunkiness of the 1956 GMC and 1960 Ford. Speaking of that Ford badge, how about the gear/lightning bolt combo? So cool! I’m also a huge fan of the 1957 Chevrolet Cameo script. It’s a great balance between a bold, solid block font and a ’50s script. The perfect type treatment for a special edition truck with mid-century style and a custom bed.

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: 1930s Willys, 1939 Chevrolet, 1946 Hudson. Second row, left to right: 1950s Ford, 1956 GMC, 1957 Chevrolet. Third row, left to right: 1950s Ford, 1960 Ford, 1961 Chevrolet. Bottom row, left to right: 1964 Studebaker, 1965 Chevrolet, 1966 Ford.

Automotive Type, Part Eleven

I’m returning to the theme of crests in my eleventh edition of my series on automotive type. Here I selected crests that are a more “mid-century modern” take on the idea of a crest or coat of arms. The elements are still intact, but there’s a simplicity to some, like the 1959 Rambler and the 1969 Ford Torino. With others, the styling is much more free-form and they have very different sculptural elements. Connecting back to last week’s blog post, note the inclusion of the “V” in the Corvette, Rambler, and 1959 Buick crests.

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: 1953 Chevrolet, 1960 Corvette. Middle row, left to right: 1959 Rambler, 1959 Buick. Bottom row, left to right: 1963 Buick, 1969 Ford Torino, 1970 Dodge Challenger.

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 Nine

For the ninth edition of my series on automotive type, I’m continuing the crest theme. This time, I’m focusing on crests from post World War II cars. Here, there’s a stronger emphasis on “coat of arms” styles. By this time, they were used for promoting the “heritage” and “tradition” of the brands. In many cases, they're entirely manufactured by the marketing team. Note the Ford crest in the lower left. It was introduced in 1950 and actually moved away from the traditional Ford Script mark. If you want to learn more, Jalopnik posted a fun article about six months ago that revealed the history behind Ford's change.

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: 1946 Chrysler, 1947 Plymouth, 1948 Nash. Middle row, left to right: circa late 1940’s Crosley, 1950 Hudson, 1955 Chrysler. Bottom row, left to right: 1957 Ford, 1957 Studebaker, 1960 Imperial.

Prints for sale

If you're in the Columbus area, please check out my framed prints for sale at Strut The Salon. 13 select photos at 11" x 14" or 12" x 12" are on display. Stop by and say "hi" to Josh and M'Lou. They can give you a great new 'do to go with your new print!

1932 Auburn Boattail Speedster

What qualifies a car to be called “classic”? These days, it’s used to describe ’57 Chevys, ’65 Mustangs, and I’ve even heard the word used to describe El Caminos of the early ‘80s. The Classic Car Club of America is more specific in it’s definition, restricting it’s use to describe “fine” or “distinctive” autos, built from 1925 to 1948. They have more qualifications, but you get the idea.

The Heritage Museum and Gardens, in Sandwich Massachusetts, has an automotive collection with some of the best examples of CCCA’s definition. My personal favorite is their 1932 Auburn model 8-100A, or “Boattail Speedster.” It’s jaw-dropping—stunningly, breathtakingly, achingly, beautiful. I’m not overstating this. I’ve had the privilege to see some of the most exotic cars of the past 50 years in person, and they all look like appliances next to this. My photos cannot possibly do it justice. If you have the means, I highly recommend seeing one in person.