Chrysler gets Heavy

The only thing more exciting than a large merger — and the ensuing identity design — is the occasional demergeralization. It’s like a divorce on steroids times hundreds of millions of dollars. The latest case, as you may have heard, was the separation of DaimlerChrysler, formed in 1998, as Chrysler Holding LLC in the U.S. and Daimler AG as its German counterpart. — nicely down the middle, just like any good settlement. Chrysler, now blatantly dubbed “New Chrysler” (New Coke anyone?), has revived its old logo, the “Pentastar”, for the new chapter in this company’s life. Pentastars, variations on a theme The Pentastar (a pentagon, broken up as a star) was originally designed by Lippincott & Margulies (now Lippincott Mercer) in 1962 an